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Center on Alcohol Marketing and Youth

Youth Exposure to Radio Advertising for Alcohol: United States, 2009


Step 1 Select a radio media market to begin.

What is a GRP?

A gross rating point (GRP) is a measure of how much advertising exposure is going to a particular population on a per capita basis. For example, 100 GRPs indicate that the population received an average of one exposure per person (although this could have come from 1% of the population seeing/hearing advertising 100 times). GRPs are the product of how much of a population was exposed ("reach") and the average frequency with which that audience was exposed. If the reach is 80% and the average frequency is 2.5, then the total GRPs are 200. Similarly, if the reach is 50% and the average frequency is 4, the GRPs are still 200. GRPs thus provide a comparative measure of per capita advertising exposure. They incorporate both how much advertising exposure exists, and how much of a particular population was likely to have viewed that exposure.

The information in this interactive tool is based on advertising for a sample of alcohol brands during 2009 in 75 radio media markets. It is provided to show relative radio advertising exposure between populations of different age groups, and not the total amount of radio advertising exposure for any particular type, market or demographic group.

The information used in this tool and the accompanying report were licensed from Arbitron Ratings, Inc for audience data and Mediaguide for advertising occurrences. PPM indicates a market measured using Arbitron's Portable Peoplemeters; Diary indicates a market measured by written diaries.