• by Jack Loechner , Staff Writer @mp_research, March 30, 2003

Media Measurements: Impressions, CTRs, GRPs or TRPs?

David Hallerman, eMarketer, writes that among online advertising professionals, two schools of thought compete when it comes to metrics for planning and measuring ads on the Internet.

One school insists that the main way, if not the only way, the Internet will be accepted among the mainstream media by the advertising industry is by comparing apples to apples. That means after years of pitching metrics such as impressions and click-through rates (CTRs), interactive ad agencies and publishers would deploy only traditional metrics.

Gross Rating Points of Web Sites,
TV Shows and Magazines 2001/2002

		Web	TV	Magazines
Adults	18+	217	184	244
Adults	18-34	248	161	273
Adults	18-49	254	172	257
Adults	25-54	271	186	259
Men	18-49	274	153	258
Women	18-49	244	192	348
Blacks	18-49	180	174	416
Teens	12-17	213	114	298
Adults	18-49 HH Income $75K+	268	187	282
Adults	25-54 HH Income $75+	284	211	287
Men	18-49 HH Income $75+	303	166	291
Women	18-49 HH Income $75+	228	214	378

Source: Nielsen/NetRatings, Nielsen/NTL, MRI GRP's arrived at by adding the rating of each of the top 25 vehicles of each medium during the period measured.