Is the GRP Really Dead in a Cross-Platform Ecosystem? Why the Gross Rating Point Metric Should Thrive in Today's Fragmented Media World

Gian Fulgoni

This article asks whether the gross rating point (GRP) measures, which have long been used within the traditional platforms of television, radio and print to gauge how much advertising 'pressure' is being delivered, are outdated in a digital world.

Is the GRP Really Dead in a Cross-Platform Ecosystem? Why the Gross Rating Point Metric Should Thrive in Today’s Fragmented Media World

Gian Fulgoni

comScore, inc.

INTRODUCTION

Over the past 15 years, U.S. spending on digital advertising has surged, growing sixfold to reach $49.5 billion in 2014.1 Magna Global forecasts that digital will exceed television advertising by the end of 2016.2

Such growth, along with a plethora of computer-driven measures, have caused some industry observers3 to suggest that traditional metrics—specifically, the gross rating point (GRP)—are no longer relevant and should be replaced.

The GRP measures reach...

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