In brief: GRP (Gross Rating Point) is a media-planning measure representing the sum of audience rating points delivered by an advertising campaign.
How I use GRP in practice
I use GRP to compare planned media exposure within a defined audience, period and methodology. I connect it with reach, frequency, cost and the business outcome rather than treating the total as a result by itself.
What to watch for
GRP does not prove attention, understanding, quality reach or sales. Different sources and audiences are not automatically comparable.
Questions for a decision
- Which audience and period does the number cover?
- How are rating, reach and frequency defined?
- What business decision should it support?
- What evidence complements the estimate?