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Definition

Gross rating point or GRP is a term used in advertising to measure the size of an audience (or total amount of exposures) reached by a specific media vehicle 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 media schedule. It includes any audience duplication and is equal to the reach of a media schedule multiplied by the average frequency of the schedule. Target rating points express the same concept, but with regard to a more narrowly defined target audience.[1] [2]

Purpose

The purpose of the GRP metric is to measure impressions in relation to the number of people in the audience for an advertising campaign.

Construction

GRPs are the product of the percentage of the audience reached by an advertisement, times the frequency they see it in a given campaign.

      GRPs (%) = Reach (%) × Average frequency (#)

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

      GRPs (%) = 100 x Impressions (#) ÷ Defined population (#)

References

  1. ^ 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. <http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292>
  2. ^ American Marketing Association. Dictionary. <https://www.ama.org/resources/Pages/Dictionary.aspx> (cited19 July 2014).


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