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Audience Measurement
Reach
The absolute number of distinct, individual audience members exposed to a specific advertisement or campaign at least once.
What is Reach?
Reach counts unique people exposed to a message during a defined campaign period. It is a de-duplicated headcount: someone who hears a spot ten times still counts as one reached individual. Reach sets the upper bound on how many people could possibly be influenced by a campaign.
In media planning, Reach is paired with Frequency: together they form the classic reach-and-frequency model that sits behind almost every broadcast media buy. Advertisers trying to introduce a new product emphasize Reach; advertisers trying to change behaviour emphasize Frequency. The art of planning is striking the right balance within a fixed budget.
Why it matters
In advanced media planning, reach is balanced against frequency to determine the total effective penetration of a campaign.
Optimise Reach across competing buys
Spotwise shows how rival advertisers are distributing Reach across stations, formats, and dayparts: so you can pitch a smarter plan.