GRP levels in markets of different size cannot be compared, except as a measure of advertising weight and intensity.

Question

Quizplus · Accepted Answer

GRP (Gross Rating Point) levels are used to measure advertising weight and intensity, indicating the percentage of the target audience reached by an advertisement. They do not directly compare the size or value of different markets but rather the relative exposure or impact of advertising campaigns within those markets.

GRP Levels in Markets of Different Size Cannot Be Compared