Perhaps in an effort wake up OMMA Video attendees, Josh Chasin, Chief Research Officer at comScore, is using a coffee shop analogy to explain GRPs. In short, Chasin suggests GRPs -- which quantify
impressions as a percentage of the population reached rather than in absolute numbers reached -- are the scoops of coffee that a customer requests, but not the type of bean they want, its geographic
origin, or its flavor composition. "It's a necessary metric," according to Chasin. To his point, however, it's not the whole story.