GRP or Gross Rating Points is a marketing term that indicates the scale of performance of specific advertising on different marketing channels (for instance, TV, social, or Internet). This metrics is focused on evaluating the real value of the ad campaign you can achieve and the potential of your ad planning.
In short, GRP analyzes how frequently you are planning to demonstrate the ad and accounts how much audience can be reached via a certain channel.
To estimate the GRP, marketing experts use the following simple formula:
GRP (%) = ( Ad Frequency x Audience Reached ) / 100
Measuring the GRP is an essential step that assists businesses in evaluating the real potential of their advertising campaigns. It’s also important for media buying processes as it shows the strongest points of the media strategies.
Furthermore, a gross rating point is critical as it helps to estimate the real impact of your ad campaign and how your audience perceives it. With its counting, it becomes way easier to find the winning strategy for your target market, achieve better ad performance by adapting it for your audience and find the most effective marketing channels for your campaign.
That is why now GRP is widely used for different channels including television, Internet, radio, and billboards.
