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Gross rating point

Marketing measurement metric

In advertising, a gross rating point (GRP) measures the size of an audience that an advertisement impacts. GRPs help answer how often "must someone see it before they can readily recall it" and "how many times" does it take before the desired outcome occurs.{{cite news

Overview

Gross rating points are a measure of the impact by a campaign using a specific medium or schedule. It quantifies impressions as a percentage of the target population, multiplied by frequency. This percentage may be greater, or in fact much greater, than 100.

Target rating points express the same concept, but with regard to a more narrowly defined target audience.

GRPs are used predominantly as a measure of media with high potential exposures or impressions. Nielsen Media Research is an example of a company which uses GRPs.

Purpose

With "today's fragmented media world" the value of GRP is, according to the Advertising Research Foundation's Journal of Advertising Research, even greater than in the pre-Internet era.{{cite journal

For conventional media such as radio and TV, multi-tasking has reduced the value per GRP, and a measure named Persuasion Rating Point (PRP) was proposed in mid 2020.{{cite journal |journal=Journal of Advertising Research |url-access=subscription

Construction

"One GRP is one percent of all potential adult television viewers (or in radio, listeners) in a market." If they are exposed to the ad three times, then that is 3 GRPs.

GRPs are simply total impressions related to the size of the target population: They are most directly calculated by summing the ratings of individual ads in a campaign.

Mathematically:

::GRPs (%) = 100 * Reach (%) × Average frequency (#) Three examples: - If 100,000 ad impressions are displayed on multiple episodes or TV stations for a defined population of 100,000 people, the total is 100 GRPs. However, total reach is not always 100%. - If an average of 12% of the people view each episode of a television program, and an ad is placed on 5 episodes, then the campaign has 12 × 5 = 60 GRPs. - If 50% view three episodes, that's 150 GRPs. ## References ## References 1. (2018-05-24). ["Gross Rating Point (GRP) {{!}} Universal Marketing Dictionary"](https://marketing-dictionary.org/g/gross-rating-point/). 2. 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 [http://www.commonlanguage.wikispaces.net/ Common Language in Marketing Project] {{Webarchive. [link](https://web.archive.org/web/20190405010451/https://www.commonlanguage.wikispaces.net/). (2019-04-05 .) 3. (2019-04-05). ["Dictionary"](http://www.marketingpower.com/_layouts/Dictionary.aspx). 4. [https://www.nexttv.com/blog/ccpa-advertisers-media-measurement-own-hands Will CCPA Force Advertisers to Take Media Measurement Into Their Own Hands?] Published by Broadcasting + Cable on January 7, 2020, consulted on January 9, 2020 ::callout[type=info title="Wikipedia Source"] This article was imported from [Wikipedia](https://en.wikipedia.org/wiki/Gross_rating_point) and is available under the [Creative Commons Attribution-ShareAlike 4.0 License](https://creativecommons.org/licenses/by-sa/4.0/). Content has been adapted to SurfDoc format. Original contributors can be found on the [article history page](https://en.wikipedia.org/wiki/Gross_rating_point?action=history). ::

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