What are gross rating points calculated from?

Gross Rating Points (GRPs) provide a measure of the total exposure of an advertising campaign across a target audience. They are calculated by taking the reach of the campaign—meaning the percentage of the target audience that was exposed to the advertisement—and multiplying it by its frequency, which is the average number of times that audience saw the ad during a specific time period.

This calculation is crucial for marketers to understand the overall impact of their advertising efforts, as it combines both the breadth (how many people saw the ad) and the intensity (how often they saw it) of the campaign. An efficient advertising strategy often aims to maximize GRPs to ensure that the message reaches the audience effectively and maintains visibility over time.

The other options do not encapsulate the method for calculating GRPs; for instance, the total number of customers reached only accounts for the reach but lacks the frequency component that is essential for the GRP formula. The cost of running an ad campaign and the percentage of positive feedback are also unrelated to the GRP calculation. Thus, the correct understanding hinges on the relationship between reach and frequency.