# When CPM is King

Page: https://stenobird.com/podcast/the-marketing-architects-6260303/when-cpm-is-king
Text version: https://stenobird.com/podcast/the-marketing-architects-6260303/when-cpm-is-king.md
Podcast: [The Marketing Architects](https://stenobird.com/podcast/the-marketing-architects-6260303)
Published: 2026-04-07T09:00:19+00:00
Episode link: https://www.spreaker.com/episode/when-cpm-is-king--71027122
Audio file: https://api.spreaker.com/download/episode/71027122/ep_162_when_cpm_is_king_final_mix.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-marketing-architects-6260303/episodes/when-cpm-is-king
Duration seconds: 1937

## Resource

Marketers are being told to stop buying media on CPM. But is that actually good advice? This week, Elena and Angela are joined by Chief Media Officer Catherine Walstad and Chief Analytics Officer Matt Hultgren to dig into one of advertising's most debated metrics. Together, they break down why CPM still matters, where the low-CPM-equals-bad-media logic breaks down, and what actually signals media quality. Topics covered: [01:30] Research on the true cost of dull media [06:00] Why TV outperforms digital on cost per attentive second [07:00] Should marketers stop buying on CPM? [11:00] Where low CPM signals bad inventory, and where it doesn't [16:00] How to identify high-quality media [21:00] Why CPM is king at Marketing Architects [25:00] How to design a test to challenge your CPM assumptions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: Think TV/Eat Big Fish/Amplified Report: https://thinktv.ca/research/the-eye-watering-cost-of-dull-media/ Elliot Wright Article: https://mediacat.uk/whats-holding-tv-back-culture-not-effectiveness/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

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## Transcript

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