What are target rating points (TRPs)?
The definition of 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 provides mobile marketers and advertisers with insights that help to determine the performance of a given advertisement or campaign. With the right target audience rating point formula and strategy, best practices for how to most effectively allocate and spend budget can be uncovered.
Target rating point calculation and formula
The formula for calculating target rating points, also known as target audience rating points, is:
TRPs = (impressions on advertisement within target audience ÷ total intended target audience) * 100
Target rating points are calculated as a percentage but are ultimately presented as a number of “points”. The higher the TRP number, the better the performance of the ad with the target audience. Because the formula uses impressions rather than reach, TRPs can exceed 100.
TRPs can be presented for an overall campaign, but are more commonly calculated day by day to show change in performance over the length of a campaign and identify where uplift or dropoff are taking place.
Target rating points vs. gross rating points
Target rating points are similar to gross rating points (GRPs) in their methodological approach. However, TRPs measure performance for a target audience while GRPs measure performance for the entire reach of the campaign/the percentage of the population reached and is multiplied by frequency as opposed to by 100. The gross rating point calculation looks like this:
GRP = Reach (% of population reached) × Average frequency (number of ad impressions)
As a result of this difference in audiences, GRPs are better for measuring awareness and broader brand campaigns and TRPs are better for measuring ad reach and performance with potential leads or more targeted audiences.
For more information on how to measure target rating points or how to grow your app business with an attribution provider like Adjust, request a demo. Or, learn about the benefits of having all of your data in one place with Datascape, our analytics solution built for marketers.
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