{"id":45965,"date":"2024-08-07T10:21:03","date_gmt":"2024-08-07T08:21:03","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45965"},"modified":"2025-02-20T12:53:23","modified_gmt":"2025-02-20T11:53:23","slug":"co-je-grp-a-k-cemu-slouzi","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/co-je-grp-a-k-cemu-slouzi\/","title":{"rendered":"Co je GRP a k \u010demu slou\u017e\u00ed?\ufffc"},"content":{"rendered":"\n

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Co je GRP<\/strong>?<\/h2>\n\n\n\n

GRP (Gross rating point)<\/strong>\u00a0je kumulovan\u00e1 sledovanost v\u00a0populaci nebo c\u00edlov\u00e9 skupin\u011b \u2013\u2060 to n\u00e1m pov\u00ed v\u00fdpo\u010det tzv. GRP. Veli\u010dina n\u00e1m popisuje z\u00e1sah PR kampan\u011b na vzorku \u0161irok\u00e9 nebo tak\u00e9 univerz\u00e1ln\u00ed c\u00edlov\u00e9 skupin\u011b, kter\u00e1 odpov\u00edd\u00e1 celkov\u00e9 populaci obyvatel star\u0161\u00edch 15 let. Jedn\u00e1 se tedy o\u00a0\u201ekoup\u011bschopn\u00e9\u201c obyvatelstvo, na kter\u00e9 m\u00e1 cenu sm\u011b\u0159ovat na\u0161e marketingov\u00e9 aktivity.<\/p>\n\n\n\n

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Jak vypo\u010d\u00edtat GRP?<\/strong><\/h2>\n\n\n\n

V\u00fdpo\u010det z\u00edsk\u00e1me sou\u010dtem sledovanost\u00ed rating\u016f jednotliv\u00fdch inzer\u00e1t\u016f v kampani. Sta\u010d\u00ed n\u00e1m k tomu dva \u00fadaje. Prvn\u00ed reach = dosah<\/strong>, n\u00e1sob\u00edme s pr\u016fm\u011brnou frekvenc\u00ed z\u00e1sahu. Jednoduch\u00fd p\u0159\u00edklad: Na\u0161e kampa\u0148 m\u00e1 dosah 15 %<\/strong> na ur\u010denou c\u00edlovou skupinu, pr\u016fm\u011brn\u00e1 frekvence z\u00e1sahu<\/strong> je 5 (tj. zas\u00e1hne c\u00edlovou skupinu 5kr\u00e1t). Tyto dv\u011b \u010d\u00edsla spolu vyn\u00e1sob\u00edme (15 x 5) a vyjde n\u00e1m GRP 75. V\u011bt\u0161ina v\u00fdpo\u010dt\u016f GRP se pohybuje kolem 100.<\/p>\n\n\n\n

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GRP a TRP<\/strong><\/h2>\n\n\n\n

GRP (Gross rating point)\u00a0<\/strong>je\u00a0<\/strong>v\u00fdpo\u010det kumulovan\u00e9 sledovanosti v\u00a0ur\u010dit\u00e9m vzorku c\u00edlov\u00e9 skupiny.\u00a0TRP (Target Rating Point)<\/strong>\u00a0je \u010dasto s\u00a0GRP spojov\u00e1no. Mus\u00edme si ur\u010dit, o\u00a0jakou \u010d\u00e1st populace n\u00e1m jde, nap\u0159. \u017eeny ve v\u011bku od 20\u2013\u206040 let, a\u00a0podle toho ur\u010dit procento sledovanosti. Vztah mezi GRP a\u00a0TRP ur\u010duje tzv. afinita neboli m\u00edra vhodnosti.<\/p>\n\n\n\n

\"Co<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Pro\u010d je GRP kl\u00ed\u010dov\u00fd v pl\u00e1nov\u00e1n\u00ed kampan\u00ed?<\/strong><\/h2>\n\n\n\n

Co je GRP u\u017e v\u00edme \u2013 GRP je ale tak\u00e9 nezbytn\u00fdm ukazatelem p\u0159i pl\u00e1nov\u00e1n\u00ed reklamn\u00edch kampan\u00ed, proto\u017ee pom\u00e1h\u00e1 ur\u010dit celkov\u00fd z\u00e1sah sd\u011blen\u00ed v r\u00e1mci c\u00edlov\u00e9 skupiny. Inzerenti a marketingov\u00ed specialist\u00e9 jej vyu\u017e\u00edvaj\u00ed k optimalizaci rozpo\u010dtu, aby dos\u00e1hli maxim\u00e1ln\u00edho efektu p\u0159i co nejni\u017e\u0161\u00edch n\u00e1kladech.<\/strong> Vy\u0161\u0161\u00ed GRP znamen\u00e1 \u0161ir\u0161\u00ed dosah, av\u0161ak p\u0159\u00edli\u0161 vysok\u00e1 hodnota m\u016f\u017ee signalizovat zbyte\u010dn\u00e9 opakov\u00e1n\u00ed reklamy, kter\u00e9 m\u016f\u017ee v\u00e9st ke sn\u00ed\u017een\u00ed \u00fa\u010dinnosti kampan\u011b.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Jak GRP propojit s digit\u00e1ln\u00ed reklamou?<\/strong><\/h2>\n\n\n\n

A\u010dkoliv byl GRP historicky pou\u017e\u00edv\u00e1n p\u0159edev\u0161\u00edm v televizi a r\u00e1diu, dnes se st\u00e1v\u00e1 sou\u010d\u00e1st\u00ed i digit\u00e1ln\u00ed reklamy. Online platformy jako YouTube<\/a> nebo programatick\u00e1 reklama <\/a>umo\u017e\u0148uj\u00ed m\u011b\u0159it GRP na z\u00e1klad\u011b zhl\u00e9dnut\u00ed a interakc\u00ed u\u017eivatel\u016f.<\/strong> Kombinace GRP s modern\u00edmi digit\u00e1ln\u00edmi metrikami, jako je viewability (viditelnost reklamy) nebo engagement rate (m\u00edra zapojen\u00ed),<\/strong> poskytuje komplexn\u00ed p\u0159ehled o efektivit\u011b kampan\u00ed nap\u0159\u00ed\u010d r\u016fzn\u00fdmi kan\u00e1ly.<\/p>\n\n\n\n

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Zlep\u0161ete dosah sv\u00e9 komunikace!<\/a><\/div>\n<\/div>\n\n\n\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

V na\u0161em \u010dl\u00e1nku se dozv\u00edte, pro\u010d je d\u016fle\u017eit\u011b v\u011bd\u011bt, co je GRP a TRP, jak ho m\u016f\u017eete vypo\u010d\u00edtat a pro\u010d je kl\u00ed\u010dov\u00e9 v pl\u00e1nov\u00e1n\u00ed kampan\u00ed.<\/p>\n","protected":false},"author":12,"featured_media":44890,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\n\t\n\t\n\t\n