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