September 26, 2018
Undeniably one of the most asked questions in the run-up to a TV pilot is “What Cost-per-Visitor (CPV)” or “What Cost-per-Sale (CPS)” should we expect, and “what have you seen in other campaigns?” It is a completely normal and fair question. Even a modest $100K TV pilot is a sizeable bet for most marketing people. Furthermore (and particular in technology circles), TV suffers from a stigma of wasted spend, and therefore gets deeply scrutinized at either the CEO or board level. The answer is unfortunately not straightforward.