Vivvix's default reporting for TV audience information is equivalized audiences and GRPs/TRPs. In this case, the audience for each occurrence is weighted to reflect the length of ad, with 30 seconds as the index basis.
For example, a 60-second ad will have it’s audience and GRPs/TRPs doubled to reflect the weighting process. We recommend utilizing equivalized audiences and GRPs/TRPs when conducting any analyses that include spend and audience, including cost-per-point comparisons or dollars per impression.
Please note that unequivalized audiences and GRPs/TRPs are available upon request. In the case of unequivalized audience, for each occurrence, it is not weighted to reflect the length of the ad. We recommend utilizing unequivalized audiences and GRPs/TRPs when conducting any analyses that exclude spend, including audits of campaign performance relative to media plans.