Brand Awareness Calculator

GRPs is Reach % multiplied by Frequency, and those two terms are built from the same three numbers in a way that cancels Unique Reach out algebraically: Reach % is Unique Reach divided by Target Audience, while Frequency is Total Impressions divided by Unique Reach, so multiplying them leaves Total Impressions divided by Target Audience with no Unique Reach term remaining. In practice this means GRPs is a delivery-density measure driven only by total impressions relative to the target audience -- not by how many distinct people you reach.

CPM varies enormously by channel and audience targeting -- broad social or display CPM often runs in the low single digits to low tens of dollars, while premium video or highly targeted placements can run well above $30-$50. There is no universal "good" CPM in isolation; it only becomes meaningful compared against your Cost Per Aware Person and the value of the awareness you're buying, since a low CPM spent on the wrong audience wastes budget just as easily as a high one spent well can be efficient.

Brand Recall Rate only feeds into Estimated Aware Audience, Effective Reach, and Cost Per Aware Person -- it has no effect on Reach %, Frequency, CPM, or GRPs, all of which are computed purely from impressions, reach, and budget figures. Raising Brand Recall Rate increases both Estimated Aware Audience and Effective Reach and lowers Cost Per Aware Person, since the same media spend is assumed to convert to brand memory more efficiently.

Yes, if Unique Reach is entered larger than Target Audience Size, which can happen if your reach figure includes people outside the intended target market or if the target audience estimate is set too conservatively. A Reach % above 100% is a signal to double-check the inputs -- either the audience-size estimate is too small for the campaign's actual delivery, or the reach figure is counting people the campaign wasn't meant to target.