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For CMO Professionals

The Shifting Role Of GRPs In Media Buying

Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

September 17, 2012

By Michael Glantz with Luca S. Paderni, David M. Cooperstein, Alexandra Hayes

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Why Read This Report

Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned, transacted, and measured using gross ratings points (GRPs), which only measure broad reach and frequency metrics against an age and a gender target. Marketers will need metrics that allow them to target niche audiences across platforms and monitor engagement opportunities that are deeper than linear viewing of an ad. Read this report to learn how GRPs will evolve as both a media currency and a measurement tool for advertisers and how to add smarter insight-driven planning for TV and digital video campaigns.
Tags: Advertising, Marketing & Strategy, Marketing Measurement, Measurement Methods & Techniques, Media Buying, Media Mix, Television Advertising
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TABLE OF CONTENTS

  • TV Remains King But Demands New Metrics
  • The Role Of GRPs For Planning And Measurement Will Diminish Over Time
  • Demand For New TV Audience Insights Will Outpace Industry Standards

  • WHAT IT MEANS

    Fragmentation Of Metrics Leads To Media Buying Bifurcation
  • Supplemental Material
  • Related Research Documents
 
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