Metrik.world
TRP
TRP expresses the overall intensity of a campaign within a specifically defined target group.
alternative names
- target GRP
- target audience rating
related metrics
units
- Score or % (ratio)
Additions, clarifications, extended definition
TRP is derived from the GRP (gross rating point) metric. While GRP typically relates to the general population (traditionally aged 15+, regarded as the purchasing population), TRP is calculated only within the advertiser's defined target group.
The difference is that instead of the whole population, only a specific segment is considered: for example, women aged 25–45, men aged 18–34, households with children, or other defined segments.
TRP is therefore used whenever the goal is to reach a specific market segment and to evaluate how effectively the campaign was delivered within that group.
Interpretation
TRP shows how strongly the campaign reached the selected target group.
The advertiser can thus verify whether the media investment actually reached the right people, not just the general public.
A higher TRP means the target group was reached more frequently or more broadly.
Watch out: limits and risks of distortion
- TRP shows reach only within the target group – if the segment is narrow, the figure may appear lower than GRP, even though it is more relevant to the advertiser.
- As with GRP, TRP says nothing about the quality of exposure, only its quantity.
- The figures depend on the correct definition of the target group – if the definition is too broad or too narrow, the results can be misleading.
Where and how to measure
- Television and radio: audience and listenership measurement by target group (e.g. ATO-Nielsen in the Czech Republic).
Context
TRP is more precise than GRP because it focuses on the campaign's actual target group.
Within the AMEC framework it falls under Outputs – it measures exposure, not changes in attitudes or behaviour.
In practice, TRP is often used as the main reporting metric for evaluating the effectiveness of media planning.
Formulas
TRP = reach (%) within the target group × frequency
Example from practice
A company selling baby food launched a television campaign. In the general population (15+), the campaign achieved a GRP of 350. But because the product targets parents of children under 5, the agency also evaluated TRP within the target group "parents aged 25–40 with young children". The result was a TRP of 220. This means that although the campaign had strong reach across the whole population, the actual target group was exposed to the advertising less. This difference helped the client redirect budget towards media that reach their target group more effectively.
