Reach
Lecture 5
A measurement of audience accumulation,
informing planners on how many different
households or prospects were exposed to an
ad at least once.
Reach and Frequency
Kinds of Reach
Reach vs. Coverage
Two ways of looking at reach in broadcast
planning:
Reach expresses a whole number or
percentage of different people actually
exposed only once to a media vehicle or
combination of vehicles.
Coverage expresses the potential of a
broadcast medium or actual audience of a
print medium exposed only once.
Four-week reach of an individual vehicle. E.g.
TV program.
Combined Reach of four or five t.v. programs
bought in a single package in an ad campaign.
Reach in Broadcasting
Reach in Print Media
Reach for TV programs accumulate, or
builds in a consistent pattern.
The first time a commercial is telecasted it
accumulates the largest number of viewers.
The second time, most of the viewers are
repeat viewers with new viewers added.
The third time accumulates fewer
audiences.
Unlike broadcasting, reach in
magazines or newspapers is measured
on their issues.
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Frequency
Calculating Frequency
Tells the average number of times that
audience members were exposed to a
broadcast program within a four-week
period or were exposed to issues of different
print media.
GRP = Rating x Number of telecasts or issues
Frequency = GRP / Reach
For E.g.
GRP = 29.5 x 6 = 177
Reach = 54
Frequency = 177/54 = 3.3
Where Reach is a measure of dispersion,
Frequency is a measure of repetition.
Relationship of Reach & Frequency
Effective Frequency
Occur at the same time, different rates in an
inverse relationship.
Amount of frequency the planner thinks is
necessary for advertisements to be effective
in communicating the message.
For e.g. 50 reach and 3.0 frequency yields 100
GRP. If these GRPs were obtained in a different
media mix, it will result in a higher reach and
lower frequency or visa versa.
Reach X Frequency = GRP
Effective Reach
Other Terms of Measure
Upon deciding the effective frequency, the
planner needs to determine the effective
reach; I.e percentage of target audience at
the most effective frequency level.
Continuity – Consistency of advertising
placement
Weighting – Concentration or focus
required to ensure that the message is
delivered
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Sales Analysis
BDI vs. CDI
Gathering data about the sales of volume of a brand and its
competitors. Tools involved are;
BDI and CDI share an inverse relationship
When the BDI is high and CDI is low, it
indicates that the market share is a high.
Inversely if the CDI is high and the BDI is
low, then that results in a low market share.
Heavy-user Data: Percentage of repetitive users.
Brand Development Index (BDI): measures the no of cases,
units or dollar volume of a brand sold per 1000 population
BDI = % of a brand’s total sales in market A
% of total population in market A
Category Development Index (CDI): based on the
percentage of sales of a product category rather than brand in
a given market
CDI= % of a category sales in market A
% of total population in market A
Cutoff Points
In selecting markets for advertising, it is
often difficult to judge at which point to
drop markets at the bottom of the list. The
place at which the list is divided is called
the cutoff point.
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