Chapter 51 Gross Rating Points
Measurement Need
When marketers advertiser their company’s product, particularly on television in the United States, they want to know the size of the audience or the equivalent advertising weight for the chosen marketing vehicle.
Solutioni
Gross rating points (GRPs) are an aggregate measure of the total amount or volume of advertising exposures a media campaign will generate via specified media vehicles (often television or radio, although newspapers use it as well) during a specific time period. In broadcast advertising, each GRP is equal to an advertising audience size of 1% of the total potential audience for a given media vehicle.
In mathematical terms, it is the product of reach (the number or percentage ...
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