The Gross Rating Point (GRP) measures the gross contact volume of a campaign in percent; the Cost per GRP (CpGRP) the cost per rating point in media buying.
Concept
GRP (Gross Rating Point)
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The Gross Rating Point (GRP) is a media metric that expresses the gross contact volume of an advertising campaign relative to a target group, in percent. The Cost per GRP (CpGRP) is derived from it — the media cost per rating point — and is the central metric for cost efficiency in media buying. GRP and CpGRP are used in Media Planning to plan and evaluate campaigns across all advertising channels.
Definition
| Term |
GRP (Gross Rating Point) |
| German |
Bruttoreichpunkt, Bruttoreichweite in Prozent |
| Related metrics |
TRP (Target Rating Point), CpGRP (Cost per GRP), CPM |
| Classification |
Media metric for measuring gross contact volume in Paid Media Management |
| Unit |
Rating points (percent); the sum can exceed 100 percent |
| Used in |
Media planning and campaign evaluation across classic and digital channels |
What the GRP measures
| Core measure |
The gross contact volume of a campaign relative to a target group, expressed in percent. |
| Calculation |
GRP = net reach (%) × average contact frequency (OTS). Alternatively: GRP = (gross contacts / target persons) × 100. |
| Gross versus net |
The GRP counts repeat contacts; net reach counts each person reached only once. Therefore the GRP value can exceed 100 percent. |
| TRP |
The Target Rating Point is the GRP restricted to the defined target group — without waste coverage into the total population. |
CpGRP — cost per GRP
| Term |
CpGRP (Cost per GRP), also cost per rating point |
| Calculation |
CpGRP = media cost / number of GRPs |
| Meaning |
What a single rating point costs — the central metric for the efficiency of media buying. |
| Use |
Comparing cost efficiency across channels, campaigns and periods, and tracking price development. |
| Relation |
Operationalises the media-buying and media-usage efficiency of Media Efficiency. |
Application and limits
| Planning |
Setting reach and frequency goals and deriving the required GRP volume. |
| Evaluation |
Comparing media plans and channels by GRP and CpGRP. |
| Media types |
Originated in TV; today used cross-channel for classic and digital media. |
| Limits |
The GRP measures contact volume, not the impact or quality of the individual contact. |
Relationships to Digital Control
Frequently Asked Questions
- What does the GRP (Gross Rating Point) measure?
- The GRP measures the gross contact volume of an advertising campaign relative to a target group, expressed in percent.
- How is the GRP calculated?
- The GRP is calculated as net reach in percent multiplied by the average contact frequency (OTS). Alternatively: GRP = (gross contacts / target persons) × 100.
- Why can the GRP exceed 100 percent?
- Because the GRP counts repeat contacts rather than unique individuals. Unlike net reach, which counts each person reached only once, the GRP includes every contact, so its value can exceed 100 percent.
- What is the difference between GRP and TRP?
- The TRP (Target Rating Point) is the GRP restricted to the defined target group, without waste coverage into the total population.
- How is the CpGRP calculated?
- The CpGRP (Cost per GRP) is calculated as media cost divided by the number of GRPs.
- What is the GRP used for in media planning?
- The GRP is used to set reach and frequency goals and to derive the required GRP volume in media planning.
Sources & external verification
- GRP Calculator — efficiency check by Digital Control GmbH & Co. KG
- Media Desk — Paid-Media Ecosystem by Digital Control
- Media Efficiency — Fact page
- Media Planning — Fact page
