Target Rating Point (TRP)
Target Rating Point (TRP) is a metric to determine the percentage of the target audience that has been reached by a particular media campaign or advertisement, calculated by dividing the total impressions delivered by the total target audience, then multiplying the result by 100 to get a percentage.
What is a Target Rating Point (TRP)?
Target Rating Point (TRP) is a metric that measures how much percentage of the target audience sees the ad. By understanding and leveraging TRPs, you can make informed decisions, optimize your advertising strategy, and ensure your campaigns are both effective and efficient.
How can TRPs be calculated?
To calculate the GRP, you need to multiply the percentage of a target audience reached by the frequency of the campaign or ad. Here is the formula:
TRPs = (Total target impressions ÷ Total target audience) x 100
For example, if your campaign delivers 500 impressions to a target audience of 2000, the TRP would be (500 ÷ 2000) x 100 = 25. This indicates that 25% of your target audience received the impressions, helping you understand the reach within your specified audience.
TRPs are calculated as a percentage but shown as a number of "points." A higher TRP number indicates better ad performance with the target audience. Because the formula uses impressions instead of reach, TRPs can exceed 100.
Differentiate Target Rating Point (TRP) vs. Gross Rating Point (GRP)
Target Rating Points (TRPs) quantify the effectiveness of an ad among a ‘targeted audience’, while Gross Rating Points (GRPs) measure exposure across the ‘total audience’. TRPs are a refined version of GRPs, focusing on the target audience. The GRP calculation looks like this:
GRP = (Percentage of Target Audience Reached) x (Frequency of Ad)
Example:
- If 40% of the total audience sees an ad once, that's 40 GRPs.
- If the target audience makes up 50% of the total audience, those same impressions equal 20 TRPs.
👉 For more information on how to measure GRPs, refer to this glossary article.
TRPs and GRPs are cumulative metrics. For instance, if your ad aired five times over a one-week period and delivered the following TRPs per airing: 20, 25, 30, 28, and 27, the total delivery would be 130 TRPs. However, 130 TRPs can also be achieved with different combinations of reach and frequency, such as a 65% reach with a 2 frequency, or a 13% reach with a 10 frequency.
This example shows that while TRPs and GRPs indicate the quantity of impressions, they don't reflect their quality and can't guarantee that the estimated audience coverage will match the actual results. Despite these limitations, TRPs provide valuable insights for preliminary assessments and ad strategy adjustments.