What is GRP?
GRP stands for Gross Rating Point and it refers to a generalized measure or representation of an audience that a particular media campaign is able to reach. The media or advertising campaign may be in the form of a TV commercial, a print ad, or a radio spot. What matters is the statistical estimate of how many people get to see, read, or hear a specific advertising campaign. Through the GPR or gross rating point, an estimate figure can be used to be analyzed by various marketing companies to effectively align their strategies to reach more people and possible customers.
The use of GRP or gross rating points is widely used in the advertising and media industry for the purpose of comparing which medium is more effective and is able to reach more people. When comparing advertising campaigns using TV commercials and print ads for example, it is common to assume that campaigns deployed through the television will garner more GRP when compared to the print ad campaign. This assumption is based on the fact that more people are expected to watch TV at any given time of the day compared to the people that read newspapers or magazines for example.
One way of getting the GRP value is to get the audience share or percentage reached by a media campaign and multiply it by the number of times this group of audience are able to view the campaign. In the case of television commercials for example, a specific spot may be aired several times in a particular day or time frame. Given that the audience share for the chose time frame is 50% and the spot will air five times at the chosen schedule, the Gross Rating Point may be computed by multiplying 5 with 50%. The result of this formula is 2.5 GRP or gross rating point. With this particular formula, advertisers would want to have the highest GRP value possible. Higher values or gross rating points simply means that more people are reached by the media or advertising campaign.