Why would a media planner use GRP as a planning metric?

Why would a media planner use GRP as a planning metric?

• A. To Assess Creative Quality and Tone.
• B. To Summarize Total Audience Exposure and Compare Plans Against Targets.
• C. To Calculate the Cost Per Impression.
• D. To Determine Optimal Ad Frequency Only for Social Media.

Answer: (B)

Gross Rating Points (GRP) measure total audience exposure by combining how many people you reach with how often they see the message. This makes it a practical planning metric because you can set a target for total exposure and compare different media plans against that target. GRP is calculated by multiplying reach (as a percentage of the target) by average frequency, or, equivalently, by summing the ratings across the schedule. For example, reaching 50% of the target audience an average of 3 times results in 150 GRPs. This helps you balance broad reach with repetition and see which plan meets the exposure goal more efficiently. It’s about exposure, not about judging creative quality or calculating cost per impression, and while it originated in traditional media, it’s used to gauge exposure across media, not limited to social platforms.