Gross Rating Point

It is used as a measure for the commercial printing, and represents the gross coverage as a percentage within the target group of potential dar. It is thus a rough measure for the evaluation of an advertising campaign and for the comparability of different alternatives in advertising campaigns. The Gross Rating Point is particularly suitable for the analysis of TV advertising campaigns.

The GRP is calculated as net coverage in percent multiplied by the average contacts.

Example

A campaign with the target group of women aged 20 to 39 years, target group potential 9.58 million

If 7.664 million of that target group could be reached by an advertising campaign, ie each of these 7.664 million women have at least once seen a TV spot of the campaign, the campaign has achieved a net coverage of 80 % in the target group.

If now seen on average each woman reached the target group 3 spots (3 average exposures ), so the campaign has achieved 3 × 7.664 million = 22.992 million contacts. This 22.992 million contacts represent the gross reach

The GRP is thus obtained: 80 % x 3 = 240 GRP.

The same GRP thesis results in the following net reach and average contacts:

  • 40 % x 6 = 240 GRP
  • 20 % x 12 = 240 GRP

When the thousand-contact (CPM ) is known to drive down the cost per GRP, the so-called cost per rating ( CPR) charge. CpR = ( TKP * potential target group ) / ( 1000 * 100) For the example, this would result in a CPM of 8.50 € a CpR = (8.50 * € 9.58 million ) / ( 1000 * 100) = € 814.30

The performance values ​​for campaigns for television from the television panel of GfK (see audience ) are drawn for magazines, radio and since 2008 also for poster advertising the appropriate media analyzes. The numbers AGOF be taken as basis for the Internet.

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Reach (advertising) Audience measurement
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