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.”
Hailing from London, Graeme joined UM New York in 2006. At UM, his clients include Spotify, Johnson & Johnson, BMW and MINI.
In 2010, Graeme’s multivariate modeling won the Gold Award for Research from the Word of Mouth Marketing Associa...