Principles and Process of Gross Rating Point
GRP as a gross rating point is a measurement and calculation of the size of the audience. GRPs calculate the coverage of the TV program and commercials and also calculate the total volume of the delivery. The main purpose of the Gross rating point is to estimate the impressions that are connected to the number of people in the targeted advertising campaign. The value of the Gross rating point is also used to compare the advertising strength of social media (Findley, Johnson, & Crang, 2020).
The process of calculating the gross rating point depends upon the advertisement and TV channels. The work is estimated by collecting the ratings of individual advertisements in various campaigns. If the television has an average rating of 7, the advertisement is placed on a total of five episodes. Then the calculation is about 7 multiply by 5. This work can be associated with measures of the advertisement campaigns. The sum of all rating points over the particular period or the course of various media plans is called the homes per rating point. The rating of the TV programs represents the percentage of the audience that tuned in to the television programs as compared to the number of the television programs (Murphy-Hoefer & Davis, 2018). All the media planners of all TV programs use the strategies of gross rating point as the process of designing all media process. For example, gross rating points are estimated by multiplying the total number of schedules by the average amount of exposure.
Implementations of the Gross Rating Point
Through the implementations of different strategies of a gross rating point, the value and rating of the TV advertisement and the planning are easily determined. Therefore, estimating the gross rating point is not difficult, but the proper interpretation of the outcomes that are derived after implementation of a gross rating point. The outcomes that determine the success or the failure of given marketing campaigns are easily measured. The TV rating changes weakly or even daily, various companies make proper plans in examining the gross rating point to analyze for spikes and dips. According to the various experts’ markets, a marketing website or the multiple marketers in different fields analyses the situation and then make the formula for estimating the gross rating point of that channel.
Limitations
A gross rating point is considered the most basic element to estimate the effectiveness and consistency of advertising campaigns. In the different and complex projects, the gross rating project has some limitations and restrictions that give the path and guidance to the project. Along with, in order to get the effective outcomes, the gross rating point in these complex projects does not estimate the company’s profitability. Besides this, other limitations such as in the smaller target audience, it underestimates that program (Ross & Henehan, 2017). In order words, the strategy of a gross rating point only implements the projects that contain a high rating and a huge amount of projects. Furthermore, sometimes, the gross rating point gives the maximum outcomes as compared to predicted outcomes in the huge target audience. These are strong limitations of the gross rating point.
Recommendations
The recommendations for the gross rating point should improve its limitation strategies. As the gross rating point is not proving beneficial to the smaller target audience, so sometimes it is considered one of the disadvantages of that company or TV program and advertisement. Because, through the implementation of the strategies of a gross rating point, it becomes easy to calculate the rating on various channels of programs. Furthermore, another action plan to improve the strategies of a gross rating point to get maximum outcomes such as, the as the gross rating point sometimes should not give the proper and effective result in a larger target audience (Shapiro & Hitsch, 2020). It gives more than high outcomes that also cause trouble in some cases, because, as the resources are limited so it often creates problems in accumulating the resources. These are the recommendations in gross rating point that gives the effective results. Because, the gross rating point is considered the strengths of media schedule, through this, it is easily recognized that how cheap or expensive means in the project. However, programing the higher gross rating point will enhance exposure, but likely also enhanced cost. According to the famous firms i.e. Neilson, the company claimed that they estimated at least 116.5 million television through the implementing the various strategies in their company. Hence it is proved that gross rating point gives the effective results.
For instance, the advertisement that reaches the 20 percent of the market based on weekly experience. This process of implementation highly influenced the various channels, TV programs, and various marketing campaigns. The high rating point may recognize the huge number of customers that are viewing the advertisement and various channels. But these views are not considered the essential part to make a channel successful and increase its gross rating point. (Kean & Brodke, 2018). The tracking sales number can play a vital role in the company to determine the high gross rating point. For example, the researching the various TV channels and advertisement programs, the company’s target customers analyze and help the business in redirect advertising in achieving the huge gross rating point. Most of the advertisers use the data and information to reach the target customers in order to achieve the high gross rating point (Goos & Dens, 2019). The biggest example of the implementation of a gross rating point is Nielsen Company. Nielson Company makes the effective strategies in viewing the TV programs for all the networks and also estimates the outcomes properly. Therefore, the Neilson calculated the audience through the different surveys method. Nielsen distributes their strategies to its all TV channels that contain the details i.e. the percentage of viewers in particular demographics groups their monthly and weekly averages.
References
Findley, F., Johnson, K., & Crang, D. (2020). Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review: Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP. Journal of Advertising Research, 361-369.
Goos, P., & Dens, N. (2019). Using mixture‐amount modeling to optimize the advertising media mix and quantify cross‐media synergy for specific target groups. Applied Stochastic Models in Business and Industry, 1228-1252.
Kean, J., & Brodke, D. S. (2018). An introduction to item response theory and Rasch analysis of the Eating Assessment Tool (EAT-10). Brain impairment: a multidisciplinary journal of the Australian Society for the Study of Brain Impairment.
Murphy-Hoefer, R., & Davis, K. C. (2018). Peer-Reviewed: Impact of the Tips From Former Smokers Campaign on Population-Level Smoking Cessation, 2012–2015. Preventing chronic disease.
Ross, C. S., & Henehan, E. R. (2017). Youth exposure to alcohol advertising in National Magazines in the United States. American journal of public health.
Shapiro, B., & Hitsch, G. J. (2020). Generalizable and robust TV advertising effects. NBER Working Paper.