If a CPG advertiser aims to reach 8% of women aged 25-54 and plans to show them 10 ads, what would be the expected Gross Rating Point (GRP)?

To calculate the Gross Rating Points (GRP) in this scenario, you multiply the reach percentage by the frequency of ads shown. Here, the CPG advertiser wants to reach 8% of women aged 25-54 and plans to show them 10 ads.

The formula for GRP is as follows:

GRP = Reach (%) × Frequency

Substituting the values into the formula, we have:

GRP = 8% (0.08 as a decimal) × 10 ads = 0.08 × 10 = 0.8

To convert this into a percentage for GRP, you multiply by 100:

0.8 × 100 = 80

Thus, the expected Gross Rating Point (GRP) is 80. This value represents the total number of ratings delivered, indicating that the target audience is expected to see the ads multiple times based on the frequency chosen. This calculation emphasizes the importance of both reach and frequency in media planning for advertising effectiveness.