The Shifting Role Of GRPs In Media Buying

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.