In most marketing textbooks, there is still an explanation of GRP, or
gross rating points.
GRP is usually defined as reach times frequency, and measures the relative market share of mass media properties like television shows. By the GRP model is beginning to lose its meaning in a world where media is not necessarily scheduled and linear. Cory Treffiletti, the columnist for
Media Post Online Spin (free registration required) explains, for example, that with 10.6 million weekly viewers,
Lost is the number 10 rated television show. However, this viewer-ship does not include the fact that
Lost is the 6th most popular television download on iTunes—an unscheduled and non-linear medium.
Marketing Blurb is not keen on television advertising, period. We believe that direct-response television is the only television time advertisers should consider. We also agree with Cory that GRP is history.
Comment Preview