What is GRP in Advertising

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.