Reach (advertising)

In the application of statistics to

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

and media analysis, reach 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'). 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 A target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to said intended audience. In marketing and advertising, it is a particular group of consumer within the predetermined ...

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, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertisin ...

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. For example, in the UK,

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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 call ...

defines the weekly reach of a

radio station Radio broadcasting is transmission 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 radi ...

as the number of people who tune into a radio station for at least 5 minutes (within at least one 15 min period) in a given week. Reach is an important measure for the

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...

See also

References