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What is TRP? How does it matter to a media buyer?
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TRP stands for Television Rating Point or Target Rating Point. It is a metric used in marketing and advertising to indicate the percentage of the target audience reached by a campaign or advertisement through a communication medium. Basically, it tells us how many people are watching a particular TV program or advertisement.
To measure the TRP a device called People's meter is attached to the TV set in a few thousand viewers' houses to measure impressions. These numbers are treated as a sample for the overall TV owners in different geographical and demographic sectors. It records the time and the program that a viewer watches on a particular day. The average is taken for a 30-day period, which gives the viewership status for the particular channel.
Or in some cases, Picture matching is used: In this method, the people meter records a small portion of the picture that is being watched on the TV. This data is collected from a set of homes in the form of pictures and later on is analyzed to calculate the TRPs.
From different people’s perspective it serves different value to them for an advertiser it helps to get insights like popular channels in terms of money-making and high reach, for the content provider, it provides the feedback whether their content is being liked or not and broadcasters get the help in charging the advertisers according to the viewership and the popularity of the program.
Proper knowledge of the TRP lays a proper road map to the advertiser for advertising effectively on the best possible options.
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Credits:
Team: Akhilesh Sharma, Mahima Sauhta, and Piyush Raj Bharti.
Voiceover: Mahima Sauhta.
Script: Piyush Raj Bharti and Akhilesh Sharma.
Video making: Piyush Raj Bharti.
