Total TARPs can be calculated by which formula?

Total TARPs can be calculated by which formula?

• A. Reach x TARPs per Spot
• B. Reach x Number of Weeks
• C. Average Frequency x Number of Weeks
• D. Reach x Average Frequency

Answer: (D)

TARPs measure total exposure by combining how many people are reached with how often they see the ad. If you know Reach (the number or percentage of people exposed at least once) and Average Frequency (the average number of times those people see the ad), multiplying them gives the total exposure expressed as TARPs. The other options mix dimensions that don’t capture total campaign exposure: reach with a per-spot TARPs figure isn’t a campaign total, reach times weeks ignores frequency, and average frequency times weeks ignores how many people were reached.

TARPs measure total exposure by combining how many people are reached with how often they see the ad. If you know Reach (the number or percentage of people exposed at least once) and Average Frequency (the average number of times those people see the ad), multiplying them gives the total exposure expressed as TARPs. The other options mix dimensions that don’t capture total campaign exposure: reach with a per-spot TARPs figure isn’t a campaign total, reach times weeks ignores frequency, and average frequency times weeks ignores how many people were reached.