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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 Reach

The incremental reach for an ad in an advertising campaign is the amount that the reach for the entire campaign would decline if that one ad was removed from the campaign.

The figure below shows an 8 week luxury car advertising campaign, sorted by incremental reach. The campaign includes a total of 452 ads on 4 broadcast networks and 27 cable networks.

It indicates that if the first ad in the list, a Sunday sports ad on Fox, would have been dropped from the campaign, then the total reach for the campaign would decline by 1.91. Note that the program had a 12.9 rating, so about 15% of the audience for this ad was new to the ad campaign. This is defined as the ad change ratio. It is the portion of the audience for the ad that was unique to the campaign.

Incremental Reach - Luxury Car
Day Time Day Part Net Type Rating
M/F 18-49
Incremental
Reach
M/F 18-49
Ad Change
Ratio
M/F 18-49
Sun 4:57 PM SunEFr Fox Sports 12.9 1.91 0.15
Thu 9:27 PM PriTim NBC Comedy 8.7 1.91 0.22
Sun 12:42 PM SunMor Fox Sports 10.7 1.49 0.14
Fri 9:47 PM PriTim NBC News 4.3 1.17 0.27
Wed 9:49 PM PriTim CBS Movie 3 1.06 0.35
Wed 9:42 PM PriTim NBC Drama 6.5 0.64 0.10
Sun 10:11 PM PriTim NBC Movie 5.6 0.53 0.09
Mon 10:42 PM PriTim ABC Drama 3.3 0.53 0.16
Thu 8:56 PM PriTim PAX Reality 0.41 0.43 1.00
Sat 8:42 PM PriTim TNT Movie 1.23 0.43 0.35
Sun 9:32 PM PriTim TNT Movie 4.1 0.43 0.10
Sun 10:35 PM PriTim CBS Movie 2.4 0.43 0.18
Fri 8:58 PM PriTim TBS Movie 0.63 0.32 0.51
Tue 10:22 PM PriTim NBC News 4 0.32 0.08
Thu 8:34 PM PriTim Hstry Reality 0.17 0.21 1.00
Sun 9:24 PM PriTim Home News 0.17 0.21 1.00
Sat 24:48:00 WeLFri Home News 0.14 0.21 1.00

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



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