Total TARPs may include duplicated audience reach. Which of the following statements is true about Total TARPs?

Total TARPs may include duplicated audience reach. Which of the following statements is true about Total TARPs?

• A. It is the sum of TARPs across all markets.
• B. It may include duplicated audience reach.
• C. It represents the total potential audience shown as '000s.
• D. It is the same as reach.

Answer: (B)

TARPs measure exposure opportunities for the target audience, and total TARPs are built by adding exposures across the schedule, often across multiple markets. Because this summing lumps together all the exposures, the same person can be counted more than once if they’re reached in more than one market or more than once within the schedule. That means total TARPs can include duplicated audience reach. Understand that reach is about how many unique individuals see an ad at least once, expressed as a percent; TARPs, on the other hand, count exposures (frequency-weighted impressions). So total TARPs aren’t simply a single measure of how many people could be reached; they reflect total exposure opportunities, which may double-count some people.

TARPs measure exposure opportunities for the target audience, and total TARPs are built by adding exposures across the schedule, often across multiple markets. Because this summing lumps together all the exposures, the same person can be counted more than once if they’re reached in more than one market or more than once within the schedule. That means total TARPs can include duplicated audience reach.

Understand that reach is about how many unique individuals see an ad at least once, expressed as a percent; TARPs, on the other hand, count exposures (frequency-weighted impressions). So total TARPs aren’t simply a single measure of how many people could be reached; they reflect total exposure opportunities, which may double-count some people.