WBD's David Porter says TV ads are moving beyond GRPs
David Porter, head of advertising research at Warner Bros. Discovery (WBD), indicated that TV advertising is moving beyond traditional gross rating points (GRPs) to more advanced metrics. The shift signifies a change in how WBD measures campaigns and attributes value in advertising.
Key Takeaways
- David Porter is head of advertising research at Warner Bros. Discovery.
- Porter says TV advertising is moving beyond gross rating points, or GRPs.
- WBD is measuring campaigns with more advanced metrics and attribution methods.
- The remarks were made in Miami at an industry event covered by Beet.tv.
Why It Matters
The immediate takeaway is that one of TV advertising’s oldest metrics, GRPs, is no longer the only yardstick in play at WBD. That matters because campaign measurement is shifting toward attribution and more advanced evaluation methods, which changes how advertisers and buyers talk about value. The broader signal is that streaming-era ad measurement is pushing beyond legacy television scoring. Watch for what specific metrics WBD describes next, and whether Porter names the campaign or measurement framework behind the change.
Read full article at beet.tv
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