GRPs: the newest digital metric

Geoffrey Precourt

This report from the ARF's annual Audience Research conference covers a panel session where executives from Nielsen, Microsoft and Google discuss the use of the gross rating point (GRP) as an online metric.

GRPs: the newest digital metric

Geoffrey Precourt Warc

As market researchers and trade organizations struggle to brand and own a proprietary metric that will enable measurement of old and new media, Nielsen seemed ready to provide panelists at the Advertising Research Foundation's (ARF) sixth annual Audience Research conference with a new spin on a familiar tool: the gross rating point (GRP).

As Charles Buchwalter, Nielsen SVP/online campaign ratings, offered in a 'Key Issue Forum' on the opening morning of the two-day session, "As networks wrap up their yearly upfront ad sales, there has been no shortage of pontifications about...

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