Gross Rating Points (GRP) is a metric used in advertising to measure the advertising impact of a specific ad or campaign. GRP is a basic measure of the amount of advertising that is delivered to a given audience within a given time frame.
So, what exactly is GRP? In this post, we will answer the 7 most popular questions about GRP and provide you with a comprehensive guide on this important advertising metric.
GRP, or Gross Rating Points, is a measurement used in media planning and advertising effectiveness. It's calculated by multiplying the reach of an ad campaign by its frequency. The resulting number represents the total points earned by an ad campaign.
GRP calculation involves multiplying Reach and Frequency during an ad campaign. Reach refers to the percentage of people within the target audience that are exposed to an advertisement. Frequency refers to how often each member of the target audience is exposed to those ads.
GRP plays an essential role in media planning as it determines how many people may be reached with an advertisement and how frequently they are exposed to it. It allows media planners to decide on reaching more people within a shorter period or fewer individuals more frequently.
The use of GRPs helps determine which media channels have received higher ratings from the target audience and gives insight into which channels are worth investing more in for future campaigns. This allows for optimization of media mix based on reach and frequency goals within a given budget.
There are two types of Gross Rating Points: Target Rating Points (TRPs) and Effective Rating Points (ERPs). TRPs are used in determining how much relevance advertisements have with targeted consumers, while ERPs look at how well ads have performed overall.
A high GRP indicates that the advertising campaign has reached a significant number of people and has created a high frequency of exposure. Additionally, high GRPs typically indicate higher advertising recall and improved advertising effectiveness.
Success in an advertising campaign can be measured by tracking changes in GRP over time or by comparing the results of different campaigns. You can measure success through surveys, customer engagement metrics, and sales data.
IAB Europe (2015). "Digital Advertising Glossary." https://www.iab.com/glossary/
Belch, George E., and Michael A. Belch (2012). "Advertising and Promotion: An Integrated Marketing Communications Perspective."
Leeflang, Peter S.H., et al. (2000). "The Effectiveness of Advertising: A Literature Review." European Journal of Marketing 34(8): 861-894.
Reinold, Tim (2020). "How to Calculate Gross Rating Points (GRP)." https://mediamath.com/blog/how-to-calculate-gross-rating-points-grp/
MarketingProfs.com (2006). "Gross Rating Point (GRP)." https://www.marketingprofs.com/articles/2006/850/gross-rating-point-grp
