GRP/總收視點

Question: What is a GRP and how is it calculated?
Answer: GRP stands for Gross Rating Point. A standard measure in advertising, it measures advertising impact. You calculate it as a percent of the target market reached multiplied by the exposure frequency. Thus, if you get advertise to 30% of the target market and give them 4 exposures, you would have 120 GRP.

Now, just like most measures, you have to undestand the limitations of GRPs. People like to think of it as a measure of impact, but that is really overstated. Impact should measure sales, this measures exposures (in fact, it's assumed exposures). So you need to be careful in thinking that 120 GRPs really represents something that is real.

總收視點 (Gross Rating Points, GRP)
把所有廣告播放次數的收視點加起來便是GRP，一條廣告片分別在早午晚播放，早上收4點，下午收6點，晚上收30點，那麼總收視點便是40點。GRP並不會計算重覆收看人士的部分，亦即是說40點收視裡，有某部分會收看了3次，有些人只收看了1次，GRP數據並不能說明誰看了多少次。GRP亦稱作TARP (Target Audience Rating Points)或TRP (Target Rating Points)