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Forecasting reach, frequency and GRPs on the Internet

Date of publication: June 12, 2002

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Author: John Chandler-Pepelnjak

Abstract:

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper presents a methodology for predicting reach, frequency, effective reach, and Gross Rating Points (GRPs) online. Additionally, the role these metrics play in online media planning will be illustrated.

John Chandler-Pepelnjak

Author

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Citation

Chandler-Pepelnjak, J. (2002a, June 12). Forecasting reach, frequency and GRPs on the Internet. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/forecasting-reach-frequency-and-grps-on-the-internet