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What #REACH means in Advertising! ... and Why (You) Need It!!!



In the application of statistics to [[advertising]] and media analysis,

*#REACH* refers to the total number of different people or households exposed, at least once, to a medium during a given period. 

*#REACH*  should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial.

*#REACH*  may be stated either as an absolute number, or as a fraction of a given population (for instance 'TV households', 'men' or 'those aged 25–35'). 


For any given viewer, they have been *#REACHED* by the work if they have viewed it at all (or a specified amount) during the specified period. Multiple viewings by a single member of the audience in the Wcited period do not increase  *#REACH*

However, media people use the term effective *#REACH* to describe the quality of exposure.

Effective reach and
*#REACH* are two different measurements for a target audience who receive a given message or ad. 


Since *#REACH* is a time-dependent summary of aggregate audience behavior,

*#REACH* figures are meaningless without a period associated with them:

An example of a valid
*#REACH* figure would be to state that "[example website] had a one-day *#REACH* of 1565 per million on 21 March 2004" (though unique users, an equivalent measure, would be a more typical metric for a website).



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What is Market Reach? 

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