Points or Calls?

by Angel Putman | May 10th, 2012

Do we buy GRP’s (gross rating points), or do we buy calls?  The answer is really both–in a way.  We buy spots to generate calls, not deliver points.  We use points as a tool for negotiating low rates as well as adding free spots (via quarterly posts).  Stations are held accountable for the rating points that we buy.