The surge in digital advertising spending, plus a host of computer-driven measures, have caused some in the industry to suggest that traditional metrics, like the gross rating point (GRP)—are no longer relevant. This author objects: “Driven by rapid advances in technology, it’s clear that consumers’ consumption of television content has fragmented … however, media researchers can expect the GRP to become even more important. In particular, reach and frequency—the underlying components of the GRP—will be vital in the measurement of unduplicated reach and frequency across platforms and not just within individual media silos.”
Read the JAR article.