Well, it’s time to rewrite the marketing textbooks again—or at least the chapter on Gross Rating Points. GRPs are the age-old measure of mass media penetration, a 
combination of reach and frequency. As you might expect, GRP is beginning to lose its meaning for marketers trying to understand how to buy and measure media campaigns in a complex and fragmented marketplace.
Fortunately, there are new initials to rescue GRPs, called PPD, or Preference Points Delivered. According to MediaPost, the “PPD metric combines GRPS, accounts for wearout, and factors in the business value of the message in a manner that predicts sales volume, market share, and market value in the short term and over time.”
For those readers without ADD, the MediaPost article includes a more detailed case study using a Cepacol advertising campaign. Photo Credit: Cepacol
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