Most of us have experienced the death of a favorite show at some point in our lives, and most of the time it’s due to network cancellations. The harsh reality is that no matter how much we love our shows, advertising dollars are needed to keep them on air.
How do advertisers decide whether or not to spend their dollars (and how much) during a particular program? If you’re in the business, you already know the answer: Ratings. Just as swiftly as they can make or break our favorite shows, they can determine the structure of an advertiser’s marketing and media schedule as well.
Gross Ratings Points, GRPs, are the most critical metric used by marketers for planning broadcast media. The strength of a particular media vehicle is directly related to the number of GRP’s, which is why it is very important to understand exactly how they are measured. Basically, the percentage of the general audience who are exposed to an advertisement (AKA “Reach”) multiplied by the number of times they are exposed (AKA “Frequency”) = GRPs. These are not to be confused with Target Ratings Points, or TRP’s, which follow the same equation but are representative of a targeted, specific demographic (such as Adults 18-49.)
Although most of this is widely known by advertisers and agencies, what many tend to overlook is the importance of maintaining a proper reach and frequency balance. Both reach and frequency should be considered in their own right, not just as a part of the GRP equation.
So, while GRP’s are a great indicator of potential impact, they should not be solely relied on for media planning and buying. Every campaign is different, and that is why it is important to have strategists who can assist you in putting together the best possible broadcast media schedule for your brand.