Skip to main content
Pages and Files
Marketing Terms (A–Z)
Click on the letters below to browse the content alphabetically.
Gross rating point
Gross Rating Point
Gross rating point
is a term used in
to measure the size of an
(or total amount of
) reached by a specific
or schedule during a specific period of time. It is expressed in terms of the rating of a specific media vehicle (if only one is being used) or the sum of all the ratings of the vehicles included in a
schedule. It includes any audience duplication and is equal to the
of a media schedule multiplied by the average
of the schedule.
Target rating points
express the same concept, but with regard to a more narrowly defined target audience.
The purpose of the GRP metric is to measure impressions in relation to the number of people in the audience for an advertising campaign.
GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency they see it in a given campaign.
= Reach (%) × Average frequency (#)
Alternatively, GRPs may be calculated in relation to the number of impressions:
= 100 x Impressions (#) ÷ Defined population (#)
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
American Marketing Association.
> (cited19 July 2014).
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the
Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
If you would like to suggest a new marketing definition or have a general comment, please visit our
help on how to format text
Turn off "Getting Started"