MEDIA SCENE also global brands where concepts of GRPs ( Gross Rating Point ), CGRP ( Cost of a GRP ) and reach curves are appreciated and used by both media owners and media agencies .
What Is Gross Rating Point ( GRP )
For this particular piece , I ’ ll focus on GRP . According to the Marketing Dictionary ;
https :// marketingdictionary . org /, Gross Rating Point ( GRP ) is a term used in advertising to measure the size of an audience ( or total amount of exposures ) reached by a specific media vehicle or schedule during a specific period of time .
It is expressed in terms of the rating of a specific media vehicle ( if only one is being used ) or the sum of all the ratings of the vehicles included in a media schedule .
It includes any audience duplication and is equal to the reach of a media schedule multiplied by the average frequency of the schedule . ( GRP = Reach x Av . Frequency ).
GRP ’ s can sound very complex , however , from my experience in buying media for an FMCG , I will try to break it down in the simplest language .
♦ When as the client you have a TV campaign , you need to first know the ratings of each time segment . This information can be found from any media buying tool like Telmar or Z-plan ( Ipsos ).
♦ You then have to pick segments / timebands that have the highest ratings to place your ads because what this means is that the viewers ’
“ Social media marketing , digital placements , innovations in the OOH space , digital migration , and influencer marketing among others have made it very challenging for clients and media agencies to allocate budgets while still expecting to get ROI .”
eyeballs are in those segments . In most cases these will be on the Prime time segment on any TV stations ( between 6pm-10pm ).
♦ Depending on budgets , one can decide to buy spots in those specific segments , the number of spots bought over the campaign period multiplied by the rating of the time segment gives you the GRP . The higher the GRP , the higher the viewership , awareness and reach .
Point On Note
♦ Unfortunately the Kenya media houses do not practice the GRP model of buying unlike other developed markets like South Africa , so a client needs an agency to assist in getting the right GRPs for the campaign - most have invested in the above planning tools .
♦ The most affordable model of buying in Kenya is package deals - a mixture of spots and sponsor boards of high frequency properties and not purely spot buys that are quite expensive . This inventory is always spread out across the day ( both Prime time & Off prime ) raising the question of effectiveness . In such a case , one needs to still check on the highest ratings on both segments and be intentional about ad placement and not only on popular programs that may not be backed up by ratings . By doing this , TV Campaigns then become intentional , not blindly placing spot ads on TV .
One may ask , for an effective campaign , how many GRPs do I need to attain to meet my reach objectives for a specific Target ?
Please look out for the article that will tackle Reach curves . Understanding reach curves from a planning perspective will give insight on how many GRPs are effective and will also address the effective investment to be put behind a TV campaign , avoiding overspends and / or underspends . Am sure anyone reading this is constantly looking for ways to effectively spend less on TV but maximize on Reach & frequency . Stay tuned ! ■
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