advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

, a gross rating point (GRP) measures impact. 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.

Overview

Gross rating points are a measure of the impact by a campaign using a specific

medium Medium may refer to: Science and technology Aviation * Medium bomber, a class of war plane * Tecma Medium, a French hang glider design Communication * Media (communication), tools used to store and deliver information or data * 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 point A target rating point (TRP) (or television rating point for televisions) is a metric used in marketing and advertising to compare target audience impressions of a campaign or advertisement through a communication medium relative to the target aud ...

s express the same concept, but with regard to a more narrowly defined target audience.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. . The

Marketing Accountability Standards Board (MASB) The Marketing Accountability Standards Board (MASB), authorized by the Marketing Accountability Foundation,MASB''Marketing Accountability Foundation (MAF)''. ited 8 December 2010/ref> is an independent, private sector, self-governing group of acad ...

endorses the definitions, purposes, and constructs of classes of measures that appear in ''Marketing Metrics'' as part of its ongoin
Common Language in Marketing Project

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from th ...

Dictionary. . Retrieved 2013-2-11. The

endorses this definition as part of its ongoin
Common Language in Marketing Project
GRPs are used predominantly as a measure of media with high ''potential'' exposures or impressions.

Nielsen Media Research Nielsen Media Research (NMR) is an American firm that measures media audiences, including television, radio, theatre, films (via the AMC Theatres MAP program), and newspapers. Headquartered in New York City, it is best known for the Nielsen rati ...

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. Since "the required frequency changes with the product and the competitive climate it is in", the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign. GRP values are commonly used by media buyers to compare the advertising strength of components of a media plan. 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.

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: ::Reach (%) = 100 * Impressions (#) ÷ Defined population (#) ::GRPs (%) = 100 * Reach (%) × Average frequency (#) Two examples: * 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

{{reflist Marketing analytics Advertising