In developing media schedules, we are often questioned on the definition and significance of a TARP? What does it tell me about my media schedule? Why is it important?
A TARP is an acronym for Target Audience Rating Point, and you will find it in any media schedule involving TV. Basically it is an evaluation of any program’s performance in relation to a target market.
For example, if your target market were grocery buyers, the TARPS for certain programs might look like this:
Oprah Winfrey: 2.5
Midday Movie: 5.5
Home and Away: 24
The figure is reflective of the average percentage of the target market viewing that particular program. Thus, the higher the TARP, the more popular the program. TV stations use TARPs to establish their rates. Simply put, you pay more for a program with higher TARPS.
At the end of a media schedule, you will often see the TARPs are totalled. This is an important tool for comparing one schedule to another. All other issues aside, the TV station with the most TARPs should win. However, there are many more factors involved, and we would never suggest utilising TARPs as an evaluation method all on their own.
Rest assured, our knowledge and experience will make this often daunting task, a little easier for you! Call us at any time for advice or assistance in booking your media. Check out our media tools section for more information.
Stay tuned for further editions of Media 101.