Skip to main content

CBS Introduces Data-Driven Approach for Analyzing and Buying TV Time

CBS today introduced a new data-driven approach for analyzing and buying time on broadcast television called “Campaign Performance Audit,” or CPA. This new approach, which CBS has been testing with select advertisers since last fall, is now available to all CBS clients looking to add performance-based metrics to maximize their network television spend and enhance their return on investment.

Through CPA, CBS will provide advertisers with a formalized roadmap utilizing a growing range of analytics provided by CBS and Nielsen. For key clients, this includes access to CBS’s state-of-the-art research facility, Television City, where advertisers can test the effectiveness of messages to ensure their ads resonate with the brand’s target audience. In addition, CPA employs a full complement of Nielsen analytics, including Nielsen Catalina Solutions, Nielsen Buyer Insights, Nielsen MotorStats, Nielsen MRI Fusion, Nielsen Brand Effects and Nielsen Cambridge Media Demand Landscape.

“Research shows that network television is the most powerful medium in building both brand awareness and equity for marketers,” said David Poltrack, Chief Research Officer, CBS Corporation and President of CBS VISION. “With CPA, we are offering clients a new way to analyze Nielsen’s performance-based data to achieve ideal reach, frequency, targeting and placement for clients looking to craft a campaign that delivers the optimal return on their television advertising investment.”

Jo Ann Ross, President of Network Sales, CBS Television Network, said, “CBS is again at the forefront of offering clients tangible and proven tools to ensure dollars spent on CBS are the most effective and powerful of their overall ad spend. We believe this approach, which arms marketers with solid data, will help them make informed media buys that deliver results.”

The CPA approach includes a number of components such as helping clients test the effectiveness of their message, maximizing weekly reach and “recency,” and offering more precise targeting and favorable context. The use of the analytical tools to implement these key components will not only provide clients with the roadmap to planning and purchasing an effective television media buy, but will also give them a precise and actionable scorecard showing the measurable return on investment of the campaign.

* CBS to Release Daily L7 Projections Alongside Live Plus Same Day Ratings


Popular posts from this blog

'Days of Our Lives' Livestream Event on September 8 Promotes 'Beyond Salem'

To celebrate the premiere of the Peacock Original limited series, Days of our Lives: Beyond Salem , Xfinity and Peacock today announced an exclusive Days of our Lives: Beyond Salem livestream event only for Xfinity Reward Members. The event reunites an all-star cast including Lisa Rinna, Deidre Hall, Drake Hogestyn, James Reynolds, and Eileen Davidson on Wednesday, Sept. 8th at 8 p.m. ET/ 5 p.m. PT. Viewers will enjoy a conversation with the stars - giving fans a chance to view exclusive content, hear stories from the set, and even have the chance to ask their favorite stars questions. This special event is only for Xfinity Rewards members and is just one of the many benefits available through the Xfinity Rewards program. If you’re not yet a member of Xfinity Rewards, signing up is free and simple to do through the Xfinity app or online at From there, members can view and redeem all rewards currently available to them. “Xfinity Rewards is all about creating u

The Complete Story of 'The Doctors' (1963-1973)

Daytime TV covered the world of soap operas for decades before finally folding in the 1990s. In the mid-70s, the magazine did an excellent series titled "The Complete Story of..." recounting the history of a soap opera from its inception. Below is the historical feature on the first 10 years of NBC's The Doctors (1963-1973), which is currently being aired on Retro TV. Some of the interesting tidbits include: * The Doctors did not start as a serial; it began as a "half-hour anthology series of medical dramas, set in the large metropolitan Hope Memorial Hospital, and with the four principals alternating daily in the lead role, according to NBC's original announcement. The roles were Dr. William Scott (played by Jock Gaynor), Dr. Jerry Chandler (portrayed by Richard Roat), Dr. Elizabeth Hayes (played by Margot Moser) and Rev. Samuel Shafer, a hospital chaplain (played by Fred J. Scollay). * Later in the first season, Herb Kenwith and Paul Lammers became

Alyvia Alyn Lind Back as Faith Newman on 'The Young and the Restless'; McKenna Grace Leaving To Shoot a Movie

Alyvia Alyn Lind is returning to The Young and the Restless as Faith Newman, Nick and Sharon's daughter. Lind played Faith before McKenna Grace stepped in last summer. Grace has been cast in a movie called Russellmania and will be shooting in Vancouver. She will last air on May 29. Alyvia (or "Aly") has played a young Emily Thorne in Revenge , and can be seen in Blended , starring Drew Barrymore and Adam Sandler, which opened on Friday. Aly will make her return appearance on Y&R as Faith on June 26. UPDATE (December 14): McKenna Grace returns to the role of Faith on Christmas Day.