Gross Rating Points (GRP) Calculator

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Finance

Calculate Gross Rating Points (GRP) for advertising media planning. GRP measures the cumulative audience impact of your media buy, helping advertisers compare campaign effectiveness, reach, and frequency across different channels and schedules.

Formula

GRP = (Reach % × Frequency) / 100, where 100 GRP = 100% audience reached once on average
  • GRP combines reach and frequency into single metric
  • 100 GRP means either 100% audience reached once, or 50% reached twice, etc.
  • Higher GRP = more campaign impact (but with diminishing returns above 150-200)
  • GRP doesn't account for ad sequencing, message effectiveness, or creative impact

Regional TV Campaign

Inputs
  • Reach (% of Target Audience): 75 %
  • Frequency (Average Exposures): 4 times
  • Individual Rating Point (%): 5 %

A TV campaign reaching 75% of target audience with average frequency of 4 exposures = 300 GRP (3x impact). This is strong for brand awareness but typical for direct response campaigns that need higher frequency.

Frequently asked questions

What's a good GRP target?
Brand awareness: 150-200 GRP; brand reinforcement: 100-150 GRP; direct response: 200-300+ GRP. Higher isn't always better—diminishing returns kick in.
How is GRP different from reach and frequency?
Reach = % seeing ad at least once; Frequency = average times seen; GRP combines both into single metric for media buyer comparison.
Can GRP exceed 100?
Yes! GRP > 100 means either high frequency or high reach with multiple exposures. 300 GRP might be 75% reach × 4 frequency, or 100% reach × 3 frequency.