Gross Rating Point (GRP) serves as a metric employed by advertisers for assessing the effectiveness of their campaigns. It quantifies the extent to which individuals within a specified target audience have been exposed to an advertisement. GRP is determined by multiplying the anticipated reach of the ad by its frequency.
GRPs = REACH X FREQUENCY
To clarify – it is expected that an advertisement will reach 30% of the target market. So, if a media planner rolls out four advertisements, their GRP will be 120. The overall goal of the GRP metric is to give advertisers an estimate on how much exposure their campaign is receiving.
Similar to most advertising metrics, GRP is an approximation. No one can be certain if the expected target market will be reached.
However, GRP is still the leading metric in how TV advertisements are bought. If a company decides to purchase 1000 GRP for daytime television commercials, it is up to the advertiser to determine which network will help them achieve that. In television advertisements, GRP is necessary and essential to measuring success!
On the other hand, click-through rates (CTR), cost per thousand views (CPM) and cost per view (CPV) are the more common metric used for online advertising. Although all parameters are ways to quantify impressions, GRP is unique in that it measures as a percentage of your target market.
More Information on GRP’s – Learn it Here
What does this signify for your mobile billboard and outdoor advertising endeavors? Truck advertising yields remarkably low CPM rates in contrast to other outdoor advertising offerings. In addition to these cost advantages, mobile billboards represent a potent avenue for executing high GRP campaigns. Their mobility allows them to effectively target sizable segments of the intended audience, constantly accruing substantial impression counts daily. Leveraging a fleet of mobile billboards guarantees the attainment of your campaign’s GRP objectives.
Updated November 08, 2021
