Champions and sovereigns count for these bonuses. If you have an army of more than 3 units the Tarth bonuses do not apply.
The Urxen bonuses are if you have 5 or more in your army you get the bonuses (although I haven't confirmed this yet).
The bonuses that they give you apply for each member of the group with that blood trait.
Example with a group of firebands (3 units in the group) they have a total attack of 27 when with an army of 4 or more. But with an army of 3 or less they have an attack of 36. (Tarth)
Basically the firebands have an attack of 9 and 3 units in the group and so the attack is 27.
Throw the bonuses in you get an attack of 12 and 3 units and so the attack is 36.