advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

and media analysis, reach (or cumulative audience, cumulative reach, net audience, net reach, net unduplicated audience, or unduplicated audience) refers to the total number of different people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial. Reach may be stated either as an absolute number, or as a fraction of a given population (for instance, "TV households", "men", or "those aged 25–35").

Definition

For any given viewer, they have been "reached" by the work if they have viewed it at all (or a specified amount) during the specified period. Multiple viewings by a single member of the audience in the cited period do not increase reach; however, media people use the term effective reach to describe the quality of exposure. Effective reach and reach are two different measurements for a

target audience The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of cons ...

who receive a given message or ad. Since reach is a time-dependent summary of aggregate audience behavior, reach figures are meaningless without a period associated with them: an example of a valid reach figure would be to state that " xample websitehad a one-day reach of 1565 per million on 21 March 2004" (though unique users, an equivalent measure, would be a more typical metric for a website). Reach of

television Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...

channels is often expressed in the form of "''x'' minute weekly reach" – that is, the number (or percentage) of viewers who watched the channel for at least ''x'' minutes in a given week.

Calculation

The following formula is used to calculate the reach of a marketing campaign,

U=I/F

where *

U

is the total number of unique users (i.e., reach) *

I

is the total number of impressions *

F

is the

frequency Frequency is the number of occurrences of a repeating event per unit of time. Frequency is an important parameter used in science and engineering to specify the rate of oscillatory and vibratory phenomena, such as mechanical vibrations, audio ...

Reach can be expressed as a number of people in a population exposed to an advertisement, or as a percent of the population. For example, in the UK,

BARB Barb or the BARBs or ''variation'' may refer to: People * Barb (name), a list of people and fictional characters with the given name or surname * Barb, a term used by fans of Nicki Minaj to refer to themselves * The Barbs, a band Places * Barb, ...

defines the reach of a television channel as the percentage of the population in private households who view a channel for more than 3 minutes in a given day or week. Similarly, for radio,

RAJAR Radio Joint Audience Research Limited (RAJAR; ) was established in 1992 to operate a single audience measurement system for the radio industry in the United Kingdom. RAJAR is jointly owned by the BBC and Radiocentre. RAJAR's predecessor was c ...

defines the weekly reach of a

radio station Radio broadcasting is the broadcasting of audio (sound), sometimes with related metadata, by radio waves to radio receivers belonging to a public audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-based rad ...

as the number of people who tune into a radio station for at least 5 minutes (within at least one 15-minute period) in a given week.

Purpose

Reach is an important measure for the

BBC The British Broadcasting Corporation (BBC) is a British public service broadcaster headquartered at Broadcasting House in London, England. Originally established in 1922 as the British Broadcasting Company, it evolved into its current sta ...

, which is funded by a mandatory licence fee. It seeks to maximise its reach to ensure all licence fee payers are receiving value. In addition to reach, frequency of exposure is another important statistics used in advertising management. When reach is multiplied by average frequency, a composite measure called

gross rating point In advertising, a gross rating point (GRP) measures the size of an audience that an advertisement impacts. GRPs help answer ''how often'' "must someone see it before they can readily recall it" and "how many times" does it take before the desired o ...

s (GRPs) is obtained. Reach can be calculated indirectly as: reach = GRPs / average frequency. Thursday, 5 November 2020

References

{{reflist Audience measurement Advertising Marketing Marketing analytics

Definition

Calculation

Purpose

See also

References