Contents
- What is Target Rating Point (TRP)
- How Target Rating Works
- How to Calculate Target Rating
- TRP in Digital Advertising and Television
What is Target Rating Point (TRP)
Target Rating Point, or TRP, is an important metric that allows us to determine how effectively an advertisement reaches its target audience. TRP measures how many times a specific group of people has seen the advertising content within a specified time frame. This value is expressed as a percentage and shows the share of the target audience that was exposed to the advertisement at a specific moment in time relative to the total size of that audience on the chosen channel or platform.
TRP is most commonly used to evaluate the effectiveness of television advertising, although it is also applied in internet marketing. The main idea is to gain insight into how successfully the advertisement reaches the intended viewers. In most cases, the target rating is calculated based on demographic criteria such as age and gender. For example, one can determine the TRP for women aged 18 to 35 years.
How Target Rating Works
To obtain data about the target audience, television channels and advertising agencies use special devices and technologies. They collect representative samples of viewers of various ages and genders, agree on participation conditions, and set up equipment that records channel switches and viewing time. In the case of online platforms, information is gathered from user accounts as well as through analytical pixels embedded in video players and banners.
The target rating is used in media planning to select the optimal channel for ad placement. For example, an advertiser might approach an agency to find out how many people from the target audience are watching a particular program on a specific channel. This data is known as forecast TRP. The higher the forecast TRP, the greater the likelihood of successful ad placement.
How to Calculate Target Rating
The formula for calculating the target rating is as follows:
- TRP = Number of Target Views / Size of Target Audience * 100%
For example, a doll manufacturer launches a commercial on the CTC channel targeting girls aged 8 to 12 years. If the morning commercial receives 1,800 views among an audience of 24,000 people, its target rating will be 7.5%. If the daytime commercial is viewed 2,600 times, its TRP will be 10.8%. Based on this, the advertiser may decide that daytime slots are better suited for increasing conversion chances.
Furthermore, the target rating can be calculated for an entire advertising campaign by summing the TRP of all individual messages. For instance, if a campaign has two ads: one with a TRP of 7.5% and another with a TRP of 10.8%, then the overall target rating will be 18.3%.
TRP in Digital Advertising and Television
With the development of online television and streaming services, the concept of TRP has begun to be applied in internet advertising as well. However, it is important to understand that the target rating in the digital space differs from that in television. While the formulas for calculation remain the same, the methods of data collection vary. On television, all views exceeding a certain time are counted, whereas online, the number of views may depend on the type of content.
It is also worth noting that there is no unified aggregate statistics on the internet, making it difficult to compare target ratings across different platforms. Typically, advertisers in the digital space prefer to pay for ads based on impressions rather than TRP. However, for large companies that advertise simultaneously on television and online, paying by TRP may be more convenient.
In conclusion, target rating is a powerful tool for assessing the effectiveness of advertising campaigns, allowing advertisers to make informed decisions based on viewing data analysis. Despite its limitations, TRP remains an important metric in modern media planning.