Cost Per Point (CPP)

The cost to buy one rating point (1% of the target audience), a traditional TV and radio planning metric.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Cost per point (CPP) is the cost of buying one rating point, equal to 1% of the target audience, in a traditional TV or radio plan. Planners use it to compare the efficiency of stations, dayparts, and markets and to estimate the budget needed to reach a target number of gross rating points.