I’m sorry Mr. Yee Haw for getting back to you very late. CPP is one of the many key elements that you can use for rate negotiations when buying media. But CPP benchmarks can vary from market to market, and industry to industry. Many companies consider multiple factors to arrive at a CPP benchmark which includes historic campaigns, competitor campaigns, media inflation, investment commitments, channel mix etc.

How you want to negotiate based on a CPP is based on what you’re aiming for in terms of media mileage. One possible way to use CPP to your advantage is making it clear to the media representative that he needs to offer you a package deal by offering you a mix of enough media mileage, premium spots, break-bumpers, etc. to ensure your CPP doesn’t exceed X. If it does, you can agree on a penalty in terms of cost or more mileage.