1. Webinar The Shifting Role Of GRPs In Media Buying
Michael Glantz, Analyst
October 29, Call in at 12:55 p.m. Eastern time

2. Agenda TV remains king but demands new metrics.
The role of GRPs for planning and measurement will diminish over time.
Demand for new TV audience insights will outpace standards.
What It Means

3. Agenda TV remains king but demands new metrics
The role of GRPs for planning and measurement will diminish over time
Demand for new TV audience insights will outpace standards
What It Means

4. In the US, TV is still the dominant ad channel.
Source: September 2, 2011, “Forrester Research Interactive Marketing Forecast By Industry, 2011 To 2016 (US)” Forrester report

5. But consumers are watching in new ways.
Image source: Scott Macklin (

6. Multitasking while watching is becoming the norm.
More than 2/3 of US adults multitask while they watch TV.
Base: 3,583 US online adults (2009); 2,945 US online adults (2010); 37,350 US online adults (2011); and 30,549 US online adults (2012)

7. Social media creates new layers of engagement.
Image source: Twitter ( Diageo (
Social media creates new layers of engagement.

8. Fragmentation exposes the need for cross-platform metrics.

9. GRPs no longer reflect today’s audiences
Only measure age and gender
Are fundamentally backward-looking
Video platforms can already target audiences beyond GRPs.

10. Agenda TV remains king but demands new metrics.
The role of GRPs for planning and measurement will diminish over time.
Demand for new TV audience insights will outpace standards.
What It Means

11. Despite their weaknesses, GRPs will still be the currency of the T/V ecosystem.
Source: September 17, 2012, “The Shifting Role Of GRPs In Media Buying” Forrester research

12. Everyone speaks the language of GRPs already.

13. Video can’t compete with TV’s spending power.

14. Video lacks the reach TV planners live and die by.

15. GRPs remain the currency but new planning and measurement tools emerge
Source: September 17, 2012, “The Shifting Role Of GRPs In Media Buying” Forrester research

16. Innovative metrics emerge at the T/V fringe
Non-standard STB data sets emerge at scale.
New players map new data to current to enable smarter planning.
Addressable TV advertising is finally here!

17. Agenda TV remains king but demands new metrics.
The role of GRPs for planning and measurement will diminish over time.
Demand for new TV audience insights will outpace standards.
What It Means

18. We need to rethink our definition of TV.

19. Brands will value TV spots differently depending on what they look at.= ?
Source: Google images (

20. New “secret sauces” to evaluate TV and video

21. More advanced media agency analytics
Source: google images
More advanced media agency analytics

22. Agenda TV remains king but demands new metrics.
The role of GRPs for planning and measurement will diminish over time.
Demand for new TV audience insights will outpace standards.
What It Means

23. Buying methods will diverge
Content-centric
Audience-centric
Across all screens and devices

24. TV-everywhere enables smarter buying.

25. Planning and inventory management systems are overhauled.
Source: Google images (

26. Media mix models become more complex and mature.`
Image source: Picdn.net ( Dr. Ted Williams ( Who ( Shure Distribution ( the National Academy of Sciences ( Jeff Mather ( FAO ( and Integrated Publishing (

27. In a nutshell
TV is in the midst of a behavior sea change.
Despite its disadvantages, look for GRPs to remain the currency of video and TV.
Marketers and agencies will embrace complexity for smarter planning and measurement now.

28. Michael Glantz