Reach (advertising)


Reach (advertising)

In the application of statistics to advertising and media analysis, reach is defined as the size of the audience who listen to, read, view or otherwise access a particular work in a given period. 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.

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 " [example website] had 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 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, 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 [cite web
last = BARB
title = BARB Definitions
url=http://www.barb.co.uk/definitions.html
accessdate = 2006-11-14
] . Similarly, for radio, RAJAR defines the weekly reach of a radio station as the number of people who tune into a radio station for at least 5 minutes (within at least one 15min period) in a given week [cite web
last = RAJAR
title = Glossary of Terms
url=http://www.rajar.co.uk/INDEX2.CFM?menuid=4
accessdate = 2006-11-14
] .

Reach is an important measure for the BBC, which is funded by a mandatory licence fee. It seeks to maximise its reach to ensure all licence fee payers are receiving value. Reach and frequency of exposure are also two of the most important statistics used in advertising management. When reach is multiplied by average frequency a composite measure called Gross Rating Points (GRPs) is obtained. Reach can be calculated indirectly as: reach = GRPs / average frequency.

References


Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Reach — may mean one of the following: Companies Organizations * Reach (agency), the name of the eGovernment agency of the government of Ireland * REACH Global Services Ltd, a company operating a large cable network in Asia Pacific * Society for Remedial …   Wikipedia

  • reach — ▪ I. reach reach 1 [riːtʆ] verb [transitive] 1. to increase or improve to a particular level or amount: • Sales are expected to reach 1.2 billion euros this year. 2. to succeed in making someone see an advertisement, hear about a product etc: •… …   Financial and business terms

  • Advertising media selection — is the process of choosing the most cost effective media for advertising, to achieve the required coverage and number of exposures in a target audience. Contents 1 Performance 1.1 Frequency 1.2 Spread …   Wikipedia

  • advertising — ad‧ver‧tis‧ing [ˈædvətaɪzɪŋ ǁ ər ] noun [uncountable] MARKETING telling people publicly about a product or service in order to persuade them to buy it: • Most organizations underestimate the benefits of advertising. • Television advertising… …   Financial and business terms

  • Advertising to children — is the act of marketing or advertising products or services to young people. In 2000, children under 13 years old, impacted the spending of over $600 billion in the United States alone. This has created a large incentive to advertise to children… …   Wikipedia

  • Advertising — This article is about the form of communication. For other uses, see Advertiser (disambiguation). Advert redirects here. For the band featuring musician Gaye Advert, see The Adverts. For content guidelines on the use of advertising in Wikipedia… …   Wikipedia

  • Advertising slogan — Ad campaign featuring Ganymede bringing Bud to the Gods, based on a drawing by F. Kirchbach. The original Anheuser Bush ad as it appeared in the February 1906 issue of Theatre Magazine. The slogan on the sign reads: Modern Version of Ganymede… …   Wikipedia

  • advertising — /ad veuhr tuy zing/, n. 1. the act or practice of calling public attention to one s product, service, need, etc., esp. by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.: to get more customers by… …   Universalium

  • (Reach Up for The) Sunrise — Infobox Single Name = (Reach Up for The) Sunrise Artist = Duran Duran from Album = Astronaut B side = Know It All Released = 27 September, 2004 Format = 12 , CD single Recorded = 2004 Genre = Rock New Wave Length = 3:27 Label = Epic 675353 Writer …   Wikipedia

  • Advertising mail — Typical advertising mail Advertising mail, also known as direct mail, junk mail, or admail, is the delivery of advertising material to recipients of postal mail.[1][2] The delivery …   Wikipedia