You have bought a 4 week burst of TV activity, the Reach is 68% with an Average Frequency of 5. Can you work out the Total TARPs from this information?

You have bought a 4 week burst of TV activity, the Reach is 68% with an Average Frequency of 5. Can you work out the Total TARPs from this information?

• A. Yes - Total TARPs are 272 across the burst. Reach x number of weeks.
• B. No - you will also need the % of Peak airtime you are buying.
• C. Yes - Total TARPs are 340 across the burst. Reach X Average Frequency.
• D. Yes - Total TARPs are 85 Reach X Average Frequency / number of weeks.

Answer: (A)

The main idea is that Total TARPs reflect the campaign’s overall exposure, calculated by multiplying how much of the audience was reached by how often that audience saw the ads on average across the flight. With a reach of 68% and an average frequency of 5 over the 4-week burst, you multiply 68 by 5 to get 340 TARPs. The four-week duration is already captured in the average frequency, so you don’t multiply by the number of weeks separately. So, 340 TARPs is the correct total for the burst. The approach that uses weeks alone ignores frequency, the suggestion to use peak airtime percentage is unnecessary, and dividing by weeks isn’t how TARPs are calculated.

The main idea is that Total TARPs reflect the campaign’s overall exposure, calculated by multiplying how much of the audience was reached by how often that audience saw the ads on average across the flight. With a reach of 68% and an average frequency of 5 over the 4-week burst, you multiply 68 by 5 to get 340 TARPs. The four-week duration is already captured in the average frequency, so you don’t multiply by the number of weeks separately.

So, 340 TARPs is the correct total for the burst. The approach that uses weeks alone ignores frequency, the suggestion to use peak airtime percentage is unnecessary, and dividing by weeks isn’t how TARPs are calculated.