WTF is a GRP?

Talk to enough ad buyers, and you’ll eventually hear a pretty common phrase: “No one loses their job buying GRPs.” It’s true. The GRP, which stands for “gross ratings point,” is a metric that plays a central role in the $70 billion U.S. TV advertising market. It’s what advertisers use to determine how and where to place commercials and what TV networks use to prove they’re worth all that money.Read the full article