Gross rating point
marketing indicator
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.
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. 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.
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This entry incorporates text from “Gross rating point” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.