Why is one Gross Rating Point (GRP) in TV not the same as one GRP in radio? Why do ratings change depending on the target demographic? And why doesn’t a TV point in Denver equal a TV point in Colorado Springs?
Simple: a rating point is a percent of a target population and the population base for each medium, each demo, and each market is different.
For example, here is what one rating point equates to in terms of eyes and ears on TV and Radio in 3 different markets for a target demo of Adults 25-49:
|Media||Denver||Colorado Springs||Grand Junction|
So, one rating point on TV in Denver equates to 13,665 eyes (impressions) vs. the 2,827 eyes (impressions) one rating point delivers in Colorado Springs TV.