Gross rating point
gross rating point (GRP)
1. Sum of all rating points over a specific time period or over the course of a media plan; sometimes called homes per rating point. The rating of a show represents the percentage of people (or households) tuned in to a television program as compared to the number of television sets in the particular television universe (geographical location). Each rating point is equal to 1%. If a show has a rating of 7, that means that 7% of all persons (or households) who have a television were tuned in to that show (whether the other televisions were turned on or not). If there are two shows on a particular station during a particular time period, and the first show has a rating of 7 and the other a rating of 10, then the GRPs for that time period equal 17.
media planners use gross rating points as a method of designing a media schedule in an attempt to deliver a maximum number of GRPs at minimum cost. In this instance, GRPs are calculated by multiplying the total reach (the unduplicated audience) of the schedule by the frequency (average amount of exposures) of the insertion in the proposed schedule. The gross rating points then will represent the product of reach and frequency and will express the "gross" duplicated percentage of audience that will be reached by the proposed plan. (It is important to note that GRPs are a percentage. Therefore, if a given market has 1000 television households, each GRP represents 10 viewing households, whereas in a market of 10,000 television households, each GRP represents 100 viewing households. Thus, the largest amount of GRPs does not necessarily mean the largest audience.)
2. In outdoor advertising, percentage of the population that passes an outdoor advertising structure on a daily basis. GRPs are the same as showings.
Gross rating point
1. sum of all rating points over a specific time period or over the course of a media plan ; sometimes called homes per rating point.
2. in outdoor advertising, percentage of the population that passes an outdoor advertising structure daily.
| Gross Profit Ratio, Gross Profit Method, Gross Profit | |
| Gross Receipts, Gross Rent Multiplier (GRM), Gross Revenue or Gross Sales |
Gross rating point
Gross rating point (GRP) is a term used in advertising to measure the size of an advertising campaign or by a specific media or schedule. It does not measure the size of the audience reached. Rather, GRPs quantify impressions as a percentage of the target population, and this percentage may thus be greater than, or in fact much greater than, 100. 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 target for an advertising campaign.[1] GRP values are commonly used by media buyers to compare the advertising strength of components of a media plan.
Construction[edit]
GRPs are most directly calculated by summing the ratings of individual ads in a campaign. If a television program has an average rating of 7, and an ad is placed on 5 episodes, then the campaign has 35 = 7 × 5 GRPs.
GRPs are simply total impressions related to the size of the target population:
- GRPs (%) = 100 * Impressions (#) ÷ Defined population (#) [1]
GRPs can also be related to measures of the reception of the ad campaign. If an ad campaign results in 50% of the target seeing the advertising 3 times on average, then the campaign's size was 150 GRPs:
- GRPs (%) = Reach (%) × Average frequency (#)
See also[edit]
References[edit]
- ^ a b c 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 in Marketing Project.
- ^ 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 in Marketing Project.
External links[edit]
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