Trends Report

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 17th, 2012
Michael Glantz, null
Michael Glantz
With contributors:
Luca Paderni , Alexandra Hayes , David Cooperstein

Summary

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.

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