AOL Television

Measuring Video Impact as Gross Rating Point Will Soon Be Inappropriate

  • Aired: 1/27/2011
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Synopsis >

The calculation around the value of video advertising is based principally on Gross Rating Point or GRP, meaning the total size of an audience. It is a necessary benchmark right now, but is is not an accurate measurement of the impact of the emerging medium says Jordan Bitterman, SVP of Digitas. Following up on Bitterman's comments is AOL SVP Ran Harnevo who says GRP is necessary now, but not in the future.

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