What do GRPs (gross rating points) reflect?

Gross rating points (GRPs) are a standard measure in advertising that quantify the total weight of an ad campaign’s media schedule. They reflect the aggregate reach of an advertisement, taking into account both the percentage of the target audience that is exposed to the advertising message and the frequency with which they're exposed. Hence, GRPs measure the overall impact of the advertising schedule rather than just the number of placements, audience engagement, or targeting effectiveness.

For instance, if an ad reaches 20% of a target audience and is shown three times, this would result in 60 GRPs (20% reach multiplied by 3 frequency). This makes GRPs particularly valuable for advertisers wanting to analyze the effectiveness of their media plans in terms of overall exposure rather than specific interactions or conversions.