GRP (gross rating point)
DefinitionPaid Media
GRP (gross rating point)
The classic currency of broadcast reach: one GRP equals reaching 1% of the target audience once, so GRPs = reach x frequency. TRPs are the same arithmetic against a specific target group. A campaign at 80% reach and 3 average frequency delivered 240 GRPs.
Evidence from the library
83%Reach is the single biggest driver of media effectiveness, accounting for roughly 83% of the variation in how well media perform.Stat40% reach, 2.7x frequencyGoogle's planning benchmarks are 40% weekly on-target reach and 2.7x weekly frequencyStatBrands learn and scale faster with performance marketing: creative volume grows exponentially with spendPrinciple180 vs 100 indexWidening reach drives incremental sales that high-frequency targeting missesStatTotal ROI judges a channel, marginal ROI decides where the next euro goesPrinciple
Source
Marketing Definitions
standard broadcast media measurement
More from this source
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