GRP equals ______ times frequency.

GRP equals ______ times frequency.

• A. Reach
• B. Impressions
• C. ROMI
• D. Frequency

Answer: (B)

GRP, or Gross Rating Points, measures advertising weight by combining how widely you reach your audience with how often they see the ad. The formula is Reach multiplied by Frequency. Reach is the portion of the target audience exposed at least once, usually expressed as a percentage. Frequency is the average number of times each person is exposed. So if you reach 60% of the audience and they see the ad an average of 3 times, GRP would be 60 times 3, or 180 GRPs. Impressions refer to the total number of ad exposures (roughly Reach percentage times Frequency times the total audience size), so they’re related but describe a different metric. ROMI is a profitability measure, not part of GRP. Therefore, the blank is filled with Reach.

GRP, or Gross Rating Points, measures advertising weight by combining how widely you reach your audience with how often they see the ad. The formula is Reach multiplied by Frequency. Reach is the portion of the target audience exposed at least once, usually expressed as a percentage. Frequency is the average number of times each person is exposed. So if you reach 60% of the audience and they see the ad an average of 3 times, GRP would be 60 times 3, or 180 GRPs. Impressions refer to the total number of ad exposures (roughly Reach percentage times Frequency times the total audience size), so they’re related but describe a different metric. ROMI is a profitability measure, not part of GRP. Therefore, the blank is filled with Reach.