Raw Rank Point (GRP) is a metric used to measure the number of people reached by an advertising campaign over a given period. It’s calculated by multiplying reach by frequency and is used to make decisions about advertising placement and success.
Raw Rank Point (GRP) is a statistic used to express the number of people reached by an advertising campaign in a given medium or over a given period of time. It’s one of many statistics that advertisers use to explore how their campaigns are performing. Additionally, the raw ranking point is used to make decisions about how, where and when to advertise to reach the most people.
Two things are involved in a raw rating point. The first is identifying a target audience and determining what percentage of that audience sees an ad, known as reach. The other component is the number of times the audience views the material, known as frequency. People find the raw ranking point by multiplying reach by frequency.
One important thing to note with raw rating points is that they can count audience members multiple times and this can result in over 100% reach. This is the result of adding exposure opportunities over time. For example, if a company runs an ad on four different episodes of a television show, it takes the number of people in the target audience for the show each night and adds them up to find the reach. This is multiplied by the number of times the ad was shown to determine the raw ranking point.
The larger the media vehicle, the greater the reach. This can compensate for limited frequency in some cases. From the point of view of advertising companies, an ad that reaches 80% of the target demographic five times may be better than one that only sees 12% of the target demographic 20 times. This is an important consideration to bear in mind when evaluating the raw ranking point and relative success of an advertising campaign, along with other metrics used to analyze advertising success.
Advertisers want to reach as many of their target demographics as quickly as possible to familiarize people with their products and advertising campaigns. When evaluating the performance of a given advertising campaign, one of the metrics used is the raw ranking point. This statistic can be used to compare a campaign to other campaigns for the same product, as well as campaigns for competing products by other companies. If the raw rank point is high and the relative return is low, it suggests something about the campaign isn’t working.
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