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), net reach, contact frequency (OTS), 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.
- How does the GRP differ from net reach?
- The GRP counts repeat contacts, while net reach counts each person reached only once. Therefore the GRP 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
