If a CPG advertiser is trying to reach 8% of women aged 25-54 and plans to show them 10 ads, what is the expected GRP?

The Gross Rating Points (GRP) is a metric used in advertising that measures the total exposure of an advertisement to the target audience. It is calculated by multiplying the percentage of the target audience reached by the frequency of ads shown.

In this scenario, the CPG advertiser aims to reach 8% of women aged 25-54. The advertiser plans to show 10 ads to this audience. To find the expected GRP, you multiply the reach (8%) by the number of times the ads will be shown (10).

Here’s the calculation:

• Calculate the reach as a percentage: 8%

• Multiply this by the frequency of exposure: 8% * 10 = 80 GRP.

So, the expected GRP is 80. This means that if the advertiser successfully reaches 8% of the target audience with the planned frequency, the cumulative performance of the ad campaign will be quantified with a GRP of 80, indicating the total advertising weight against the target demographic.