Arguably, no single advertising media term is more contentious than the Gross Rating Point, a.k.a. the GRP. I’ve seen it publicly referred to as “old-fashioned GRPs, i.e. gross TV ratings points” and “… the GRP must die.”
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Originally hailing from London, Graeme has been at UM New York since 2006 where his clients include Energizer, Spotify and J&J. In 2010, Graeme’s multivariate modeling won the Gold Award for Research from the Word of Mouth Marketing Association … read more
