A measure of the impact or intensity of a media plan is:

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Gross rating points (GRP) is a measure of the impact or intensity of a media plan that combines reach (the percentage of the target audience exposed to the message) and frequency (the number of times the message is delivered to those reached). It is a commonly used metric in advertising to evaluate the effectiveness of media planning and buying. CPM measures the cost per thousand impressions, OTS are the number of times an individual has a chance to be exposed to the media message, and reach and frequency are individual metrics that are combined to form GRP.

A Measure of the Impact or Intensity of a Media