Gross rating point

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Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media or schedule. Specifically, GRPs quantify impressions as a percentage of the population reached rather than in absolute numbers reached. Target rating points express the same concept, but with regard to a more narrowly defined target audience.[1][2]

GRPs are used predominantly as a measure of media with high potential exposures or impressions.

Purpose[edit]

The purpose of the GRP metric is to measure impressions in relation to the number of people in the audience for an advertising campaign.[1] GRP values are commonly used by media buyers to compare the advertising strength of various media vehicles.[3]

Construction[edit]

GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency they see it in a given campaign (frequency × % reached).[4]

GRPs (%) = Reach (%) × Average frequency (#)[1]

A television advertisement that is aired five times reaching 50% of the audience each time it is aired would have a GRP value of 250 (5 × 50%). To achieve a common denominator and compare media, (reach × frequency) are expressed over time (divided by time) to determine the 'weight' of a media campaign.

Alternatively, GRPs may be calculated in relation to the number of impressions:

GRPs (%) = 100 * Impressions (#) ÷ Defined population (#) [1]

See also[edit]

References[edit]

  1. ^ a b c d Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language: Marketing Activities and Metrics Project.
  2. ^ American Marketing Association Dictionary. http://www.marketingpower.com/_layouts/Dictionary.aspx. Retrieved 2013-2-11. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.
  3. ^ "GRP defined". Ad Vision Outdoor. Retrieved March 12, 2012. 
  4. ^ "Gross Rating Points (GRPs)". Marketing Metrics Made Simple. Retrieved March 12, 2012. 

External links[edit]