Over the past 15 years, U.S. spending on digital advertising has surged, growing six-fold to reach $49.5 billion in 2014, and is forecasted to exceed television advertising by the end of 2016. Such growth, along with a plethora of computer-driven measures, have caused some industry observers to suggest that traditional metrics—specifically, the gross rating point (GRP)—are no longer relevant and should be replaced.
In the following article entitled “Is the GRP Really Dead in a Cross-Platform Ecosystem?” Comscore Co-Founder and Chairman Emeritus Gian Fulgoni argues that the GRP will remain vital in the measurement of unduplicated reach and frequency across platforms, as consumers’ consumption of television content continues to fragment in ways unimaginable just a few short years ago. The article was recently published in the December 2015 issue of the Journal of Advertising Research and is reprinted with permission.
We invite you to read the <strong>full article</strong>, which can also be found on the Advertising Research Foundation website.