Gross Rating Points represent the total audience delivery or impact of a media schedule. It is computed by multiplying reach, expressed as a percentage of the target audience, by frequency, the average number of times the target audience is exposed to the advertisement. As an illustration, if a television advertisement reaches 20% of the target market and is aired an average of 5 times, the GRP would be 100 (20 x 5 = 100).
This metric provides a standardized measure of advertising weight across different media platforms. Utilizing this value enables advertisers to effectively compare and contrast the potential impact of different campaigns and optimize media investments. Historically, it has served as a cornerstone in media planning, allowing for consistent evaluation of advertising pressure over a specific period. Its continued relevance stems from its capacity to offer a holistic view of advertising exposure.
