What are target rating points (TRPs)?
Target Rating Points (TRPs) is a metric used in advertising that tells a company which percentage of its target audience sees its advertisements. TRPs can be calculated by:
- Type of media (TV, print, social media, etc)
- Advertisement creative
- Advertising campaign
This metric can help advertisers to determine whether their advertisement is effective, which channel(s) to use, and how to spend their budget most effectively.
The formula for calculating target rating points is:
TRPs = (impressions on advertisement within target audience ÷ total intended target audience) * 100
TRPs are calculated as a percentage but are ultimately presented as a number of “points”. The higher the number, the better the performance of the ad with the target audience. Because the formula uses impressions rather than reach, TRPs do have the ability to exceed 100.
TRPs can be presented for an overall campaign, but is more commonly calculated day by day to show change in performance over the length of a campaign.
TRPs vs GRPs
Target rating points are similar to gross rating points (GRPs) in their calculations. However, TRPs measure performance for a target audience while GRPs measure performance for the general population.
As a result of this difference in audiences, GRPs are better for measuring awareness and TRPs are better for measuring ad reach with potential leads.
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