“CPA” Is Now Available to CBS Clients Looking to Apply
Performance-Based Metrics to Their Overall Media Buy

NEW YORK, N.Y. – March 17, 2015 –CBStoday 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.

About CBS Corporation

CBS Corporation (NYSE: CBS.A and CBS) is a mass media company that creates and distributes industry-leading content across a variety of platforms to audiences around the world. The Company has businesses with origins that date back to the dawn of the broadcasting age as well as new ventures that operate on the leading edge of media. CBS owns the most-watched television network in the U.S. and one of the world’s largest libraries of entertainment content, making its brand — “the Eye” — one of the most recognized in business. The Company’s operations span virtually every field of media and entertainment, including cable, publishing, radio, local TV, film, and interactive and socially responsible media. CBS’s businesses include CBS Television Network, The CW (a joint venture between CBS Corporation and Warner Bros. Entertainment), CBS Television Studios, CBS Global Distribution Group (CBS Studios International and CBS Television Distribution), CBS Consumer Products, CBS Home Entertainment, CBS Interactive, CBS Films, Showtime Networks, CBS Sports Network, Pop (a joint venture between CBS Corporation and Lionsgate), Smithsonian Networks, Simon & Schuster, CBS Television Stations, CBS Radio and CBS EcoMedia. For more information, go to www.cbscorporation.com.

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Press Contacts:

Dana McClintock

212-975-1077

dlmcclintock@cbs.com

Shannon Jacobs

212-975-3161

sljacobs@cbs.com