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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
 
Effective Reach
An effective reach curve shows the portion of an audience which has been exposed to programming at various levels of frequency. It shows, for example
  • What percentage of an audience was exposed to any portion of at least one quarter hour of a set of quarter hours
  • What percentage of the same audience was exposed to at least two quarter hours
  • Etc.

The figure below shows the effective reach curve for an 8 week campaign for a luxury car. The ads aired on both broadcast and cable television. The curve shows that 69.2% of the sample adults 18-49 saw one or more ads for the car, 30.7% saw three or more ads.

Figure 1 - Luxury Car Effective Reach Plot
Figure 1 - Luxury Car Effective Reach Plot

Generally, for advertising campaigns, one wants a fairly steeply sloping effective reach curve. A steeply sloping curve indicates relatively large numbers of people are exposed to an advertising message a few times, but relatively few are exposed many times. It is believed by some that there is a point of diminishing returns , where additional exposures to an ad do little to influence either recall or purchasing.

The data behind the figure is shown in the table below. Of a total of 941 adults 18-49 in the sample, 290 did not see any of the ads, 204 saw exactly one ad, 158 saw exactly two ads, etc. Only one person was exposed to more than 14 ads. This person saw 23 ads!.

Exposure Frequency
Number of Exposures Luxury Car M/F 18-49
Unified Sample Size 941
Age/Gen Unified SampSz 941
QtrHr Impressions 1872
Program Impressions  
Sample Reach 651
Percent Reach 69.2%
Age/Gen Univ 124,360,000
Est. Demo/Expos. Univ 124,360,001
Est. Demo/Expos. Reach 86,034,389
GRP -
Avg QtrHr Freq 2.88
Avg Program Freq  
Qtr Hrs 452
   
0 290
1 204
2 158
3 112
4 67
5 38
6 26
7 20
8 6
9 9
10 6
11 2
12 0
13 0
14 2
15 0
16 0
17 0
18 0
19 0
20 0
21 0
22 0
23 1
24 0

The term effective reach comes from a held by some that an advertising message does not become effective until a person has been exposed to the message at some level, typically three times. This term is not entirely descriptive in the context of the charts presented here. However, because of its frequent use in the industry, it is used.

See Krugman and the application of these principles to advertising and promotion.



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