Gross Rating Point
The Gross Rating Point (GRP) is a term from media planning . It is used as a measure of the advertising pressure and represents the gross reach in percent within a certain target group npotentials. Since the GRPs always refer to a clearly defined target group such as adults 14-49 , additions of GRPs from different target groups are not permitted .
It is a rough measure for assessing an advertising campaign and also serves to compare different alternatives in advertising campaigns. The Gross Rating Point is particularly suitable for evaluating TV advertising campaigns . However, it is also used in radio advertising , outdoor advertising and print advertising to evaluate campaigns. In the Internet advertising others KPIs used.
A campaign with the target group women aged 20 to 39 years, target group potential 9.58 million
If an advertising campaign could reach 7.664 million of the specified target group, i. H. Each of these 7.664 million women has seen a TV commercial of the campaign at least once, and the campaign achieved a net reach of 80% in the target group.
If, on average, every woman reached in the target group has seen 3 spots (3 average contacts), then the campaign has achieved 3 × 7.664 million = 22.992 million contacts. These 22.992 million contacts represent the gross reach.
The GRP is thus: 80% × 3 = 240 GRP.
The same GRP result also results from the following net reach and average contacts:
- 40% x 6 = 240 GRP
- 20% x 12 = 240 GRP
If the thousand contact price (CPM) is known, the costs per GRP, the so-called cost per rating (CPR) can be calculated.
CPR = (CPM * target group potential) / (1000 * 100)
For the example, a CPR of € 8.50 would result in a CPR = (€ 8.50 * 9,580,000) / (1000 * 100) = € 814.30
The performance values for campaigns for television can be taken from the GfK television panel (see also audience rating ), for consumer magazines and radio and, since 2008, for poster advertising from the corresponding media analyzes . The AGOF figures are used as a basis for the Internet .
- Unger, Fritz; Fuchs, Wolfgang; Michel, Burkard: Media planning. Methodological basics and practical applications. Berlin - Heidelberg - New York 2007, ISBN 978-3-540-37779-5 .
- Wessbecher, Hugo E .; Unger, Fritz: Mediapraxis. Advertising media, media research and media planning. Berlin - Heidelberg 1991, ISBN 978-3-662-41553-5