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Reach Glossary
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
Glossary
· Audience Data
· Audience Distribution
· Audience Flow
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
· Audience Tracking
· Co-viewing
· Demographic Group
· Exposure Group
· Impressions
· Influence Index
· Optimization
    · Integrated
    · Transparent
    · Spot Optimization
    · Steps
· Program Environment
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
· Quad Analysis
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
· Recall
· Recency Theory
· Response Index
· Roadblock
· Valuation
    · Audience Valuation
    · Efficiency Plot
    · Exposure Valuation
    · Audience Efficiency
· Viewing Quintile
 
Incremental Network Reach

The incremental network reach for a network is amount that the reach for an advertising campaign would decline if all advertising spots for that network were removed from the advertising campaign.

For example, the table below lists the incremental network reach, and the network reach for selected networks in a television advertising campaign for a luxury car. The campaign spanned 8 weeks and includes about 450 ads. It indicates that:

  • Incremental Network Reach If all ads in the campaign that aired on ABC were removed, then the reach for the entire campaign would decline by 0.7
  • Network Reach The ads in the campaign that aired on ABC alone had a reach of 6.2.

Luxury Car - Adults 18-49
Network Incremental
Network
Reach
Network
Reach
ABC 0.7 6.2
CBS 1.8 9.1
Fox 3.9 19.1
NBC 8.3 30.8
PAX 0.6 1.9
United Paramount    
Warner Brothers    
A&E Cable Network 0.4 8
American Movie Classics    
"Animal Planet, The" 0 0.4
Black Entertainment TV 0.5 1.6
Bravo 0 0.4
CNBC 0.1 2.7
Cable News Network    
Cartoon Network    
Cinemax    
Comedy Central 0.1 0.4
Country Music TV    
Court TV 0.2 1.1
Discovery Channel 0.6 5.3
"Disney Channel, The"    
E! Entertainment 0.2 1
ESPN 0 1.4
ESPN2 0 0
"Family Channel, The" 0.2 3.6
"Fox News Channel, The" 0.1 0.5
FX 0.3 1.3

No ads aired on CNN, so incremental network reach and network reach are both undefined. Ads aired on ESPN2, but all those who viewed ads on that network also saw ads on other networks, so the incremental network reach, and network reach are both zero.

Incremental network reach is a useful measure for the networks in a media plan when the plan needs to be reduced in size. Removal of ads on those networks that have low incremental network reach will have the least impact on the overall reach of the ad campaign.

Closely related to incremental network reach is incremental network effective reach which is defined as the amount that the effective reach of an ad campaign would decline at some level of effectiveness (such as 3 exposures) if all advertising spots for that network were removed from an advertising campaign.

The sum of all incremental network reach values for an advertising campaign will always be less than the reach for the entire campaign.

Using Audience Watch, the incremental reach values in the table above were tabulated from Nielsen person-by-person data in about 5 seconds on a standard stand-alone Pentium PC.



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