The most general method for estimating the influence of mass media advertising is the rating point or the more precise target rating point. These two procedures refer to the proportion of the universe of the existing basis of audience members that can be reached by the use of all media outlets in a precise moment in time. The difference between them is that the rating point stands for the percentage to the entire universe while the target rating point stands for the percentage of a exact segment or target. This becomes very helpful when focusing advertising efforts on a certain group of people.