What is the relationship between frequency and GRP?

Frequency directly influences GRP calculations because Gross Rating Points (GRP) is a metric that combines both reach and frequency. GRP quantifies the total exposure of an advertisement in relation to the target audience, essentially measuring how many times that audience is exposed to the ad.

Mathematically, GRP is calculated by multiplying reach (the percentage of the target audience that sees the ad) by frequency (the average number of times those individuals are exposed to the ad). Therefore, a higher frequency in conjunction with a given reach will result in a higher GRP. This understanding is critical in media planning, as it helps advertisers assess the effectiveness and impact of their advertising campaigns based on how often their messages are seen by their audience.

In summary, the direct relationship between frequency and GRP is foundational in media planning, guiding decisions about how often to run ads to achieve desired exposure levels.