What is GRP in Advertising and it’s a standard metric used in advertising to measure the impact or exposure of a specific ad campaign on a target audience. It tells you how often your ad might be seen, giving you a sense of its reach and frequency.
GRP Formula:
GRP = Reach (%) × Frequency
Reach: The percentage of your target audience that sees the ad.
Frequency: The average number of times each person sees the ad.
Example:
Let’s say you run a TV ad campaign that reaches 50% of your target audience and each person sees the ad 3 times.
So, GRP = 50 × 3 = 150 GRPs
This means your ad generated 150 Gross Rating Points, reflecting its overall visibility in the campaign.
Why is GRP Important?
Measures Campaign Strength: Higher GRPs indicate a broader and/or more frequent exposure.
Helps in Planning Media Buying: Media planners use GRP to decide how much budget to allocate to get the desired exposure.
Compares Campaigns: GRPs can be compared across different media platforms or ad types to gauge effectiveness.
Quick Points to Remember:
GRP doesn’t account for actual individual views; it’s an estimation.
It can exceed 100 because it includes frequency (i.e., multiple impressions).
It’s most commonly used in TV, radio, and other traditional media planning.