In GRP, what does reach measure?

• A. The total budget spent.
• B. The number of different channels used.
• C. The percentage of the target audience exposed to the message.
• D. The duration of the campaign.

Answer: (C)

Reach is about how widely the message is spread across the audience. It measures the portion of the target that sees the ad at least once during the chosen period, expressed as a percentage. This makes it the best answer because GRP is built from two pieces: reach and frequency. Reach tells you how many people are exposed, while frequency tells you how often they’re exposed. The combination, GRP, multiplies these two concepts to reflect overall campaign exposure. For example, if 50% of the target sees the ad and they view it an average of 4 times, the campaign would be 200 GRPs. This contrasts with budget (cost), number of channels (media mix), or duration (time), which are different dimensions of planning.