What Is a GRP? And Are They Effective?

What is a GRP? A GRP, or Gross Rating Point, is an entrenched sales metric used to measure the deliverability of an advertiser’s contract.

According to the CIMM Lexicon, GRP is “calculated by totaling all the ratings for all the shows or ads bought in an advertiser’s contract reported as a gross number.

Originally a television term, now it has adopted it for internet video as well, leading to a cross platform measurement tool for advertisers who buy both television and online video. The formula is Reach X Average Frequency equals Total GRPs.” As long as the GRP delivery matches what has been agreed to in a sales contract, the contract is met its goal and the audience delivered as promised.

Read the full article on the Videa blog.

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