Persuasion Rating Point (PRP)

Definition

A persuasion rating point (PRP), or persuasive rating point, is a combination of the gross rating points (GRPs) placed behind an advertising execution and that execution’s persuasive power over a specific time period.

PRPs are used in media planning to increase marketing return by determining the optimal allocation of  GRPs for each advertisement based on their ability to deliver selling power.

See Also

Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP •  Findley/Johnson/Crang/Stewart • Journal of Advertising Research • Dec 2020

References

1. Blair, Margaret Henderson, Moving Beyond GRPs to PRPs: Another Major Challenge for the 21st Century; Twelfth Annual Advertising Research Foundation Electronic Media Conference, 1993.
2. Findley, Frank; Kelly Johnson, Douglas Crang; David W. Stewart, Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasive Rating Point (PRP) Is A More Accurate Metric than the GRP, Journal of Advertising Research, 2020.