In advertising, a gross rating point (GRP) measures impact.[1] 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.[2]
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.[3][4]
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.[5]
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.[6] Since "the required frequency changes with the product and the competitive climate it is in",[2] the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign.[3] 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.[7]
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.[2]
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 (#)[3]
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
^Nick Corasaniti (December 3, 2019). "Ad of the Week: When the placement is as important as the ad". The New York Times. an advertising metric that measures impact
^ abcFarris, 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. ISBN0-13-705829-2. 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.
^Will CCPA Force Advertisers to Take Media Measurement Into Their Own Hands? Published by Broadcasting + Cable on January 7, 2020, consulted on January 9, 2020
^P. Neijens; H. Voorveld (2015). "Cross-Platform Advertising: Current Practices and Issues for the Future: Why the Gross Rating Point Metric Should Thrive in Today's Fragmented Media World" (PDF). Journal of Advertising Research. doi:10.2501/JAR-2015-016. S2CID 167344548.
^F. Findley; K. Johnson; D. Crang (2020-05-26). "Effectiveness and Efficiency of TV's Brand-Building Power: A Historical Review: Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP". Journal of Advertising Research. doi:10.2501/JAR-2020-011. S2CID 219770387.
January 09, 2023
gross, rating, point, advertising, gross, rating, point, measures, impact, grps, help, answer, often, must, someone, before, they, readily, recall, many, times, does, take, before, desired, outcome, occurs, contents, overview, purpose, construction, references. In advertising a gross rating point GRP measures impact 1 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 2 Contents 1 Overview 2 Purpose 3 Construction 4 ReferencesOverview EditGross 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 3 4 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 5 Purpose EditWith 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 6 Since the required frequency changes with the product and the competitive climate it is in 2 the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign 3 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 7 Construction Edit 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 2 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 3 GRPs 100 Reach Average frequency dd 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 Edit Nick Corasaniti December 3 2019 Ad of the Week When the placement is as important as the ad The New York Times an advertising metric that measures impact a b c Philip H Dougherty June 22 1976 Advertising The New York Times 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 Dictionary Archived from the original on 2012 11 21 Retrieved 2012 11 29 Retrieved 2013 2 11 The Marketing Accountability Standards Board MASB endorses this definition as part of its ongoing Common Language in Marketing Project Will CCPA Force Advertisers to Take Media Measurement Into Their Own Hands Published by Broadcasting Cable on January 7 2020 consulted on January 9 2020 P Neijens H Voorveld 2015 Cross Platform Advertising Current Practices and Issues for the Future Why the Gross Rating Point Metric Should Thrive in Today s Fragmented Media World PDF Journal of Advertising Research doi 10 2501 JAR 2015 016 S2CID 167344548 F Findley K Johnson D Crang 2020 05 26 Effectiveness and Efficiency of TV s Brand Building Power A Historical Review Why the Persuasion Rating Point PRP Is a More Accurate Metric than the GRP Journal of Advertising Research doi 10 2501 JAR 2020 011 S2CID 219770387 Retrieved from https en wikipedia org w index php title Gross rating point amp oldid 1128412414, wikipedia, wiki, book, books, library,
