Reach (advertising)

The range indicates the proportion of people targeted to be achieved by an advertising vehicle or a combination of advertising media. It is also used to calculate the per thousand price ( price that an advertiser must pay to reach thousands of contacts with potential customers ) are required.

It can be specified as an absolute number or a percentage of the total population. A distinction in gross coverage and net coverage. You have to specify which medium which target group and which period (day, week, or month of life) they relate.

How long and how often the selected medium is used is irrelevant here, decisive is the single contact with the advertising medium. Contact is measured differently in different media. Contact with a printed product is, it was either read or at least partially scrolled, the radio needs to be listened to and at least one minute was watching the TV for a few minutes.

In recent years, the range results stagnate in radio and television (albeit at a high level ), while falling continuously in print products. The Internet recorded the highest growth rates.

Objectives of audience measurement

Broadcasters can not know whether their programs ever seen or heard without the coverage determination. In the print media, the publisher gets after all the sales of his publications, but he knows that's not how many people have read this.

The respective editors need to get some feedback on their work, so they know whether their products, reports shall be adopted or whether they need to change something ( editorial research). Only in this way can take place further development. In addition, advertisers demand such proof as many of their potential customers (target group ) with the respective transmitter / program, the specific publication, can be achieved ( advertising research).

Ranges must be determined in accordance with uniform standards and criteria so that the results are comparable.

Definitions

Gross coverage

The gross coverage represents the range of multiple editions of a medium, or a combination of different media, without considering overlapping users.

The gross coverage thus indicates the number of contacts, but says nothing about the number of people reached ( net reach ) from.

Net coverage

Is meant by net reach the number of people that are achieved by a advertising (eg television, radio, magazines, movies, posters, the Internet) or by a combination of advertising materials that have been used on these advertising media at least once. In this case, double and multiple exposures are not included. In the net reach every person thus assumes only once, no matter how many contacts they had. Therefore, the net coverage can be defined as "reach the media plan ", as opposed to gross coverage, which indicates the range of a single carrier. The net coverage thus corresponds to the gross coverage adjusted for the overlap.

Qualitative gross and net coverage

Specifies only the range for the intended target group.

Geographical coverage

Reflects the geographical distribution of a scattered space plan. This ranges from regional to global.

Daily reach

The daily range (TRW ) indicates the proportion of people targeted to be reached in a day by an advertising medium. The transmitter at the radio must be at least a quarter of an hour heard throughout, be seen in television at least one minute. The calculation is done regardless of what time is and how long overall, the transmitter is switched on by the target person. The daily range is (ie without the weekend ) usually levied for the period Monday to Friday.

Widest Audience

The Greatest Audience ( WHK ) counts the persons who claim to have heard of a program in the past two weeks, at least once; as a data base in the rule, the German -speaking population over 10 years. The WHK indicates, therefore, that range can reach an advertising campaign in a particular radio program maximum.

Widest Audience

The Farthest readership ( WLK ) includes the people who declare to have read a newspaper or magazine within the last twelve publishing intervals. In a newspaper all people are to have read the newspaper within the last two weeks; WLK for a weekly newspaper or weekly magazine includes all readers of the last three months.

Farthest of users

To the Farthest of users ( WNK ) includes all Internet users who have visited an online quote within three months at least once

Measurement methods

Data are collected in television through the telemetry - in private households that are representative chosen for the population, the usage behavior is measured electronically.

When radio and in the press media, the ranges are determined by surveys. The relevant studies in Germany are the media analysis (MA ) and the Allensbacher market and advertising medium analysis ( AWA). Similar studies are also available in Austria and Switzerland ( MACH ).

Measure

The reach of print media is usually specified as readers per issue ( LpA). It is a calculated value that indicates the use of probability within a target group.

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