Gross Rating Points (GRPs) quantify the total exposure achieved by an advertisement campaign. It combines the percentage of the target audience reached with the frequency of exposure, providing a comprehensive measure of the campaign’s overall visibility and intensity.
The Formula GRPs Calculator
The formula for calculating GRPs is straightforward yet powerful:
GRP = Reach Percentage × Frequency per Viewer × 100
Reach Percentage is the proportion of your target audience that has seen your ad at least once. It’s calculated by dividing the number of unique viewers by the total size of the target audience, then multiplying by 100 to convert it into a percentage.
Frequency per Viewer refers to the average number of times each viewer has seen the ad. This is calculated by dividing the total number of ad impressions by the number of unique viewers.
For instance, if your ad reaches 50% of the target audience and each viewer sees the ad twice on average, the calculation would be:
GRP = 50% × 2 × 100 = 100 GRPs
This means the advertisement has made an impact equivalent to 100% of the target audience seeing it once.
Ready Reference Table for GRPs Calculation
For ease of use, here’s a quick reference table that you can use to estimate GRPs based on different reach percentages and frequencies per viewer:
| Reach Percentage | Frequency per Viewer | GRPs |
|---|---|---|
| 10% | 1 | 10 |
| 20% | 2 | 40 |
| 30% | 3 | 90 |
| 40% | 4 | 160 |
| 50% | 5 | 250 |
This table helps quickly visualize how variations in reach and frequency can affect the overall GRPs of a campaign.
Example of GRPs Calculator
Let’s consider a hypothetical campaign where an ad reaches 40% of its target audience, with each person in that audience seeing the ad three times.
Calculate Reach Percentage:
- Unique viewers: 400,000
- Total target audience: 1,000,000
- Reach Percentage = (400,000 / 1,000,000) × 100 = 40%
Determine Frequency per Viewer:
- Total ad impressions: 1,200,000
- Frequency per Viewer = 1,200,000 / 400,000 = 3
Apply the GRPs Formula:
- GRP = 40% × 3 × 100 = 120 GRPs
This result indicates a substantial level of exposure among the target audience.
Most Common FAQs
A GRP score helps marketers understand the extent of an advertisement’s reach combined with how often it’s seen. It indicates the campaign’s ability to penetrate the target market and the intensity of its exposure.
By analyzing GRPs, marketers can better allocate their budget, select appropriate media channels, and time their advertisements to maximize reach and frequency efficiently.
Yes, GRPs are increasingly used in digital marketing to compare effectiveness across different media platforms, including traditional and digital channels.
