Getting the most out of your TV advertising campaign involves taking certain things into consideration during the creation and media buying process. Some small tweaks can take your TV efforts to the next level.
TARP stands for Target Audience Rating Point, and it’s what is used to measure how well a TV program performs to a target audience. Specifically, it indicates how well that program captures that audience.
TARPs are based on the population of a certain region. They come in a score out of 100, based on what percentage of a target audience they cover. If your target audience is women aged 18-30 in Perth, a TARP of 10 would mean that 10% of women aged 18-30 in Perth watch that program.
Let’s see how this all works with an example.
Say that you’re a yoga instructor in Perth and you want to promote your new yoga studio with some TV advertising. Your target audience is women aged 18-30.
After talking to a few TV stations, one of them says that they will allow you to air your program on 10 programs, each with a TARP of 5. Bringing the total TARP score for the campaign to 50. They charge you a $50 per TARP, bringing the total cost to $2500
Note – A total TARP of 50 doesn’t mean that the campaign will reach 50% of women aged 18-30 in Perth. Because each of the 10 programs may share similar viewers.
When TARPs Get Tricky
One thing to take into account when you’re looking for the best value for your money, is how you’re achieving your TARP goal, as not all TARPs are created equal.
Let’s look at our yoga instructor example again. Say you look at the $2500 price tag and think “Wow, that’s really too much, I need to find a better deal.” You shop around and find another TV station that promises you 50 programmes each one with a TARP of 1, bringing the total TARP to 50. They tell you “We are offering a total TARP of 50, but we’ll only charge you $30 per TARP. This brings your total cost to $1500.”
Looks pretty good right? The same TARP for less money – sounds too good to be true!
That’s because it is.
Uniqueness Vs Crossover
Although the second option seems much better due to the price, the TARPs aren’t the same. Adding together a bunch of small TARPs increases the chances of there being crossover between programmes, meaning that you don’t get the same reach as adding together fewer large TARPs.
Larger TARPs have a much better chance of getting a unique slice of an audience and there being less crossover. Make sure you opt for higher-TARP programs.
A lack of understanding of the TARP system can mess with your TV advertising results, so please try to take this into account when considering your TV advertising rates.
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