GRP stands for Gross Rating Points. Gross Rating Points are a way to measure the reach of an advertising campaign based on the audience that a particular campaign is targeting. GRPs do not measure the total reach of the campaign. For instance, if a business’ advertising campaign is looking to reach Females Age 18-54, Gross Rating Points would be determined based on what percentage of Females Age 18-54 that campaign reached. When placing media it is important to understand your target audience, and then measure the reach of the campaign using KPIs like Gross Rating Points (GRPs).