What does GRP mean in advertising?
The metric commonly used for weight of advertising is called Gross Rating Point or GRP in short. It measures quantum in terms of the size of the audience reached, and it is computed as the product of the percentage of the audience reached by a campaign times the frequency, i.e., the number of times they see it. This is the same as the sum of the % viewership of the programmes where the campaign is aired. Show For example, if in a particular week a brand’s advertisement is aired five times over different programmes, and the viewership across these programmes is 40%, 25%, 15%, 30% and 5%, then the GRP for that week is 115 (40 + 25 + 15 + 30 + 5). Share of Voice is the brand’s advertising weight (GRP) expressed as a percentage of relevant market (category or segment). Share of voice may also be expressed in terms of share of advertising expenditure. It is pertinent to elaborate how viewership is defined as this greatly impacts the size of audience and, consequently, GRP. The industry norm for TV (and radio) is the average minute audience (AMA), and this is defined as the average number of individuals or (homes or target group) viewing a TV channel (or listening to a radio station), during an average minute measured over the programme’s duration. Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages. Gross rating point, or GRP, is a measure of advertising performance obtained through monitoring weekly television ratings and program rankings. Calculating GRP isn't difficult, but correct interpretation of the results can determine the success or failure of a given advertising campaign. Since TV ratings shift weekly, a company must continually monitor gross rating point to watch for spikes or dips in viewership. Gross Rating Point Definition
Importance of GRP
Calculating Gross Rating Point
Impact of GRP
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