GRP

GRP - Gross Rating Point, an indicator of the weight of an advertising campaign in reach channels: outdoor, radio, television. It is calculated as reach as a percentage of the target audience, multiplied by the average contact frequency.

One hundred GRP approximately means that each member of the target audience saw the advertisement once on average. Two hundred means that either half of the audience saw it twice, or the entire audience saw it twice with less reach: the same figure is the sum of different combinations of reach and frequency, and this is its main limitation.

Therefore, GRP is always read in conjunction with reach. A campaign for two hundred GRPs with a reach of twenty percent of the audience and a campaign for the same two hundred GRPs with a reach of sixty percent solve different problems: the first hits a narrow group, the second introduces a wide one.

GRP figures for a specific design or station are taken from the operator’s passport or from a media kit, and are not calculated independently. They are the basis for comparing sites with each other and protecting the choice to the customer.