What are GRPs a product of?

Gross Rating Points (GRPs) are indeed a product of reach multiplied by frequency. This metric is essential for understanding the impact of an advertising campaign on a specific audience.

Reach refers to the total number of different people or households exposed to the advertisement at least once during a given period, while frequency measures how many times those individuals are exposed to the advertisement within that same period. By multiplying reach and frequency, GRPs provide a combined figure that indicates the total volume of audience exposure to an ad campaign.

This metric is especially useful for advertisers because it allows them to gauge the potential effectiveness of their media investments, making it easier to compare the performance of different campaigns and to strategize media spending to achieve desired outcomes. High GRPs suggest that a campaign has reached a large audience frequently, which can enhance brand awareness and recall.

The other options do not accurately reflect what GRPs are derived from. For instance, cost per view and audience engagement rates relate more to performance metrics rather than the core calculation of GRPs. Additionally, while the total ad budget can influence the reach and frequency achievable in a campaign, it does not factor directly into the calculation of GRPs themselves.