What is a Gross Rating Point (GRP) used for in advertising?

A Gross Rating Point (GRP) is a metric used in advertising to assess the effectiveness of a marketing campaign by quantifying the total exposure that a particular advertisement has received within a target audience. Specifically, GRPs measure both the reach and frequency of ads.

Reach refers to the percentage of the target audience that sees the ad at least once, while frequency measures how often those individuals are exposed to the ad over a specified time period. By multiplying these two factors together (reach percentage multiplied by frequency), advertisers can obtain a comprehensive view of how impactful their ads are, allowing for better strategic planning and execution.

In comparison to other metrics like website traffic or social media engagement rates, which focus on digital performance, GRP is more centered on traditional media and the broader aspects of audience exposure. Hence, while the other options discuss important metrics in their respective areas, they do not address the specific purpose of GRP in evaluating advertising campaigns.