Target rating points measure advertising weight within a specific audience segment. A standard rating point counts one percent of the general population. A TRP counts one percent of the target audience, which could be men aged 18 to 34 or households with young children.

The distinction matters because campaigns rarely aim at everyone. A sports drink advertiser cares about active adults, not the entire population. TRPs tell that advertiser how heavily the campaign landed with the people who actually matter.

TRP versus GRP

• GRP uses the total population as its base
• TRP uses only the defined target segment
• TRPs are usually higher for the same buy
• Both combine reach and frequency

Media buyers compare TRP costs across programs and dayparts to find the most efficient way to reach the intended audience.