Gross Rating Points (GRP)
Definition:
A measure of the audience actually achieved by radio advertising. It can be calculated either as gross impact multiplied by 100 and divided by total potential audience or as average RATINGS multiplied by number of spots multiplied by 100, divided by total potential audience. A 'radio rating point' is defined as gross impacts multiplied by 100 and divided by REACH. Since reach measures the actual audience rather than the potential, this is in practice a more realistic yardstick of cost- effectiveness than the GRP.
Cross-References:
[ratings]
[reach]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.