New Gross Rating Point System from Tubular Labs Creates First Cross-Platform Buying Standard Built for Social Video

By Kate Ginsburg · November 01, 2021

New Gross Rating Point System from Tubular Labs Creates First Cross-Platform Buying Standard Built for Social Video

Expansion of Audience Ratings Product Suite Empowers Buyers & Sellers with Unique Reach, Frequency and Demographic Information to Unlock Targeting Capabilities

SAN FRANCISCO — November 1, 2021 Tubular Labs, the leader in global social video intelligence and measurement, today announced the rollout of gross rating points (GRPs) for all non-perishable videos for Facebook and YouTube channels. The first-of-its-kind scoring system offers customers the ability to better plan and measure the viewership for content against target audiences and compare the performance of channels across platforms to optimize investments. The ratings, which are modeled after widely-adopted TV viewership norms, are now available in Brazil, France, Germany, Mexico, the United States and United Kingdom.

The gross rating point system is a new extension of Tubular Audience Ratings, the industry-first product for measuring the de-duplicated audience reach and demography for channels across social video platforms. Using quality viewing sessions of at least 30 seconds, Tubular’s addition of gross rating points brings an unprecedented level of transparency and predictability about the performance of social video viewership on specific channels, and enables comparisons that were previously impossible.

“It is no secret that there is tension in the market around failing measurement currencies, preventing marketers from understanding and reaching the audiences they need to drive growth. Time spent consuming social video has skyrocketed and is fueling the demand for a new standard for optimizing investments across the entire media plan,especially social video,” said Stephen DiMarco, Chief Strategy Officer, Tubular. “Tubular’s Audience Ratings and our expansion into gross rating points was built to establish better benchmarks for specific audience viewership, which is critical to unlocking potential for advertisers, growth for publishers and maturing the industry overall.”

GRPs are now available for most video publishers with a minimum base of one million views per month on Facebook or YouTube. The Tubular dashboard delivering the gross rating points allows customers to compare against all publishers and monitor the expected delivery against a target demo to evaluate media partners for cross-platform social video advertising or branded content.

“As social video continues to grow with rapidly expanding viewership, its audience is rivaling (or surpassing) television in terms of size and scope, but brands and agencies want comparable metrics to put platform spend at parity with TV,” says DiMarco. “By introducing GRPs to go along with our existing Tubular Audience Ratings product, it enables social video to be in the conversation with all other media as marketers look to refine their mix alongside the decline of linear and the increase of streaming in a cookie-less future”.” 

For example, while the NFL is considered the 25th largest media & entertainment channel with 22.7M unique viewers in the US in September, the league is ranked 8th with a GRP of 48.2, indicating that their audience watches more frequently than competitive channels. Similarly, Sesame Street is 36th by U.S. unique viewers (18.8 million), but with a GRP of 33.9, which is 13th overall.

In partnership with the Global Video Measurement Alliance (GVMA) — which includes major agencies and media companies including BuzzFeed, ViacomCBS, Digitas and Group Nine Media —Tubular has pushed for the standardization of social video, adopting and adapting metrics that have been used by the TV industry for decades. With GRPs, publishers can prove the value of audiences with metrics advertisers are already familiar with.

About Tubular Labs

Tubular is a trusted partner in inspiring what is remarkably relevant. The company provides a unified view of the shifting values and interests of audiences across YouTube, Instagram, Facebook, Twitch and Twitter. Tubular sees what no one else sees: new content categories, new creators, and the passions that are driving what’s next in culture. Tubular powers agencies, brands and media companies to make efficient decisions that grow their business through AI, machine learning and human analysis. Trusted by some of the biggest brands in the world, Tubular is the only company that is a member of the YouTube Measurement Program and a Facebook Measurement Partner. For more information, visit www.tubularlabs.com

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