What is Cost Per Rating Point?
Cost Per Rating Point (CPRP) is a broadcast media buying metric that measures the cost required to reach one rating point among a specified target audience on television. A rating point represents 1% of the total population or demographic group being measured.
For example, if a 30-second spot costs £5,000 and delivers 2.5 rating points, the CPRP would be £2,000 (£5,000 ÷ 2.5).
Why CPRP Matters in UK Media Buying
CPRP is fundamental to efficient broadcast planning because it allows media buyers to:
- Compare value across channels – Determine whether ITV, Channel 4, Sky, or other broadcasters offer better value for reaching your target audience
- Evaluate daypart efficiency – Prime time spots typically have higher CPRP than off-peak, reflecting audience size differences
- Benchmark performance – Track how costs change seasonally or year-on-year, particularly important during peak periods like Christmas
- Optimize budget allocation – Direct spend to the most cost-efficient channels and time slots for your demographic
How CPRP is Calculated
The formula is straightforward:
CPRP = Media Cost ÷ Rating Points Delivered
Rating points come from BARB (Broadcasters' Audience Research Board) data, which is the standard audience measurement currency in the UK. Ratings are always defined against a specific demographic – whether total population, ABC1, housewives, or a custom segment.
CPRP in Practice
In UK broadcast buying, CPRP helps agencies negotiate better rates with broadcasters and justify spend decisions to clients. Lower CPRP indicates better efficiency, but context matters: a higher CPRP on a premium channel reaching affluent viewers may deliver better ROI than cheaper spots reaching less valuable audiences.
It's particularly useful when planning campaigns across multiple channels. A buyer might find that Channel 4 delivers lower CPRP for ABC1 adults than ITV during certain dayparts, making it the more efficient choice for premium brand positioning.
CPRP vs. Other Metrics
While CPRP measures broadcast efficiency, it differs from CPM (cost per thousand) which is used in digital media. CPRP is specific to TV and relies on rating-based audience measurement rather than impressions. Buyers often use CPRP alongside other metrics like SOV (share of voice) and frequency to build comprehensive campaign strategies.
Key Considerations
CPRP fluctuates based on demand, seasonality, and inventory availability. Campaigns during high-demand periods command premium pricing. Understanding historical CPRP trends helps with budgeting and negotiation with broadcasters.