Target Rating Points (TRP)
What is TRP?
TRP is a metric that shows the percentage of a target audience that is reached by a marketing or advertising campaign via a specific form of media. It’s similar to ROAS in many ways.
Difference between TRP and GRP
TRP and GRP are essentially measuring the same thing, but their level of audience filtration varies. The GRP definition is how much of the total population your campaign can reach, while TRP looks at the campaign’s performance for a specified target audience within the total population.
What does a GRP of 100 mean?
GRP can actually exceed 100, as the metric’s calculation does not take unique audience views into account. For example, if a television program reaches 30% of the audience and you plan to run an ad 4 times during that program the GRP would be 120 (30 x 4=120 GRP)
How to Calculate TRP
In order to calculate TRP we first need to calculate GRP, which is:
(ad frequency x % of audience reached) x 100 = GRP
Once you have GRP calculated, you multiply it by the percentage of the total audience that is made up by the campaigns target audience.
GRP x percent of audience made up of target audience = TRP
What is a good GRP?
Media planners suggest scheduling, at the very least, 150 GRPs for a span of three consecutive months. This should help to build significant awareness.