Editor’s Note – this op-ed piece was published previously and received a huge number of recommendations -TV GRPs: You’ve Had Good Run, But It’s Time for New Currency – via Online Metrics Insider (source: Anto Chittilappilly, President Visual IQ)

GRPs and TRPs are not measures of TV advertising’s efficiency in bringing more brand equity, conversions or revenue. Instead, they’re a measure of its ability to deliver impressions against an audience. But TV buyers have been using these metrics for decades as proxies because there was no alternative up until now.

Marketers that embrace the new world of TV advertising and measurement think very differently. With the advent of programmatic TV, advertisers can now buy inventory on shorter notice, and they can buy based on an efficiency metric. In this case, efficiency measures the value of every single TV ad that runs, enabling marketers to understand how much revenue, how many conversions, and how much brand engagement each ad drives, and at what cost.

There were a dozen comments on this article – including this final one, from the author:

“I am glad to see this article has stimulated some debate, and I appreciate all of your perspectives. Whether designed to create brand awareness or generate an immediate action, marketers always have clear business objectives in mind for their TV advertising. While I agree impressions have stimulation value that can be measured by GRPs, this form of measurement simply can’t be used to tie TV advertising directly to business objectives of the marketer. Only advanced measurement approaches like attribution can bridge that gap.”


Seeking the Moment of Ad Impact

Nathalie Bordes – Senior Director, Emerging Channels Research, ESPN

Dr. Duane Varan, Ph.D. – CEO, MediaScience


This study used eye tracking to pinpoint the moment of ad exposure.

Viewability, an MRC standard, can be defined as “Is my ad in a prominent place so it can be seen by my targeted audience?”

Do desktop and mobile impressions require different exposures to be “seen”?

Controlled exposure, time to see, how quickly eye gaze intersects with the ad, how quickly visual fixation occurs, and memory are all affected at different exposure times. Each image was on screen for intervals between 500 and 4,000 milliseconds, or eight thresholds.

How is memory impacted by the different thresholds for exposure?

  • The eye gaze occurred at the .5 second mark.
  • It was present for both scrolling and static exposure.

Mobile scrolling produced higher results than the PC.

  • Even at .5 second, there is 36% recall.
  • At 4 seconds, there is 80% recall.


  • Mobile doesn’t require longer exposure time. Mobile actually requires less. Scrolling ad environments also do not need more exposure.
  • Ad recall already happens at .5 seconds.
  • There is a real ongoing need for further dialogue (time threshold)
  • How does creative play into this? Creative is crucial for ad impact, but not necessarily for the gaze or fixation.


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