Gross Rating Points (GRPs) represent the total audience reach of an advertising campaign. This metric is derived by multiplying the reach of the campaign (expressed as a percentage of the target audience) by the frequency with which the target audience is exposed to the advertisement. For example, if a campaign reaches 30% of the target audience and each member of that audience is exposed to the advertisement an average of 3 times, the GRPs would be 90 (30 x 3 = 90). GRPs provide a single number that encapsulates the overall impact of an advertising schedule.
The use of GRPs offers several benefits in media planning and buying. It allows advertisers to compare the effectiveness of different advertising schedules across various media channels. Historically, GRPs have been a foundational metric for evaluating the scale and intensity of advertising campaigns, enabling data-driven decisions about media allocation and budget optimization. A higher GRP value generally indicates a greater potential to influence the target audience, leading to improved brand awareness and sales.
