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Understanding Broadcasting Metrics: GRP, Impressions, and Audience Reach

This document provides an overview of essential broadcasting metrics such as Gross Rating Points (GRP), impressions, and audience reach. Key terms including cume (cumulative audience), frequency, and unique visitors are explained to help understand the effectiveness of advertisements and audience engagement. We also discuss the significance of high traffic and unduplicated reach in maximizing advertising potential during events like the Super Bowl. These metrics are crucial for marketers to optimize their advertising strategies for greater impact.

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Understanding Broadcasting Metrics: GRP, Impressions, and Audience Reach

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  1. WBBB WAAA 10,000 X 10,000 X 6 – 7 am 10,000 X 7 – 8 am 10,000 X 10,000 X 8 – 9 am 10,000 X 10,000 X 9 – 10 am 10,000 X Av ¼ hour = 10,000 Av ¼ hour = 10,000 Frequency = Gross Net Cume = 10,000 F = 4 Cume/Gross = 40,000 Frequency = 1 Gross = Av. ¼ Hour X 4 Ads = 1 40,000 Gross = Av. ¼ Hour X 4 Ads = 4 10,000

  2. Broadcast • Cume = Counted only once • Cume = Unduplicated • Cume – Reach • Super Bowl • GRP = Gross Rating Points • Impressions • Opportunities • Internet • Unique = Counted only once • Unique visitors = “uniques” • Reach = High traffic = lots of uniques • No rating points • Impressions • Targeted

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