The Target rating point (or TRP) is an audience measurement criterion of rating points that indicates the popularity

of a television channel or programme. The TRP measure helps advertisers decide which TV channels and programmes to place their advertising in. Presently, INTAM (Indian Television Audience Measurement) is the only electronic rating agency functioning in India.

Universe: Universe is the total or actual number of people in a defined target audience. Reach: Reach is the number of individuals from the universe who are exposed to the medium or vehicle. Reach is normally expressed in terms of % (percentages) Calculation of Reach: If universe is: 10,00,000 Individuals (it s approx. data, it s usually defined through sampling through people-meter) For a single episode of a program (30 minutes or 1 hour) If out of above 10,00,000 of individuals 6,00,000 watched at least 1 minute of programme then: Reach = (6,00,000/10,00,000) x 100 Reach = 60%

INTAM uses two methodologies for calculating TRP:

1.

Frequency Monitoring: People Meters' are installed in sample homes and these electronic gadgets continuously record data about the channel watched by the family members. 'People meter' is a costly equipment, which is imported from abroad. It reads the frequencies of channels, which are later, decoded into the name of the channels and the agency prepares a national data on the basis of its sample homes readings.

2. Picture Matching: IT is more reliable and relatively new to India. In picture matching technique people meter continuously records a small portion of the picture that is being watched on that particular television set. Along with this agency also records all the channels' data in the form of small picture portion. Data collected from the sample homes is later on matched with the main data bank to interpret the channel name. And this way national rating is produced.

Audience measurement measures how many people are in an audience. It is not only in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites.

Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, A TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 50%) i.e., GRPs = frequency % reach. To arrive at your total gross rating point s, add the individual ratings for each media vehicle you are using.

Use this formula to determine TRP: TRP = GRP x Percentage of target audience Determine the numbers. For example, an ad airs with 43 percent of viewers seeing it each of three times it aired. The target demographic is 20 percent of the total audience. Find the GRP, which is rate x frequency. In the above example, the rate of viewers (43 percent) x the number of times it is seen (three) = GRP. 43 x 3 = 129 gross rating points. Plug the GRP into the formula. GRP (129) x target audience percentage (20 percent) = TRP. 129 x .20 = 25.8 target rating points. Interpret the numbers. Generally, TRP should average between 100 and 300 per week. Extremely good would be 400 or more, and less than 100 is ineffective. The score of 25.8 in this example shows an ineffective ad campaign.