The Other "R"
Reach has a great deal of value in regards to tracking communications effectiveness. Reach implies how many people saw, heard or sensed the message that was communicated through a particular media channel.
And if the message is distributed across multiple media channels, unduplicated reach is important to appreciate the unique audience for the communication. Digital media can be especially effective at teasing out duplicates to enable a precise accounting of unduplicated reach. Of course, sometimes the objective is to reach people multiple times with the same message. Especially these days, given the clutter of information that is pushed to us - and in some cases, pulled in by us - it may take multiple tries before something gets noticed. People in the business call the multiple hits “frequency.” That is, the recurrence of a message being “seen” by an individual.
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by George Pappachen, EVP Strategy & Business Development, Kantar Media Ad Intelligence Group