The owner of Nairobi Catering wants to advertise the fact she will come to your home and prepare an intimate gourmet meal for you and your friends. She is planning to advertise on station KAOW. The community in which the station is located has 48,000 residents. The average quarter-hour persons for KAOW are 9,900 and the number of spots she wants to buy is 20. What number of GRPs would this plan achieve?

Question

Quizplus · Accepted Answer

To calculate the GRPs, we need to first find the reach of the ad campaign.
The total reach of the community is 48,000 residents.
Assuming that each person listens to the radio for at least 15 minutes (one quarter hour), the total potential quarter-hour persons reached by KAOW is 48,000 x 1 = 48,000.
Therefore, the reach of the ad campaign is (9,900/48,000) x 100 = 20.625%.
To calculate the GRPs, we multiply the reach percentage by the number of spots and get:
GRP = Reach x Frequency = 20.625% x 20 = 412.5 GRPs.

The Owner of Nairobi Catering Wants to Advertise the Fact