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Feature | What Has Changed | Why It Matters | ||
|---|---|---|---|---|
Duplication | Previously, duplication of Reach was random at the package level. However, Reach duplication is not necessarily random - using the mobile movement data, we now understand the overlap and duplication of audience within a package. | At the package level, there were instance where additional units were not adding incremental Reach to the plan. | ||
Media Weight (TRP) | TRP standard deviation | Spots | Target Audience CentroidMedia weight, expressed as TRPs, is inter-related with Reach and Frequency. The higher the TRP value, the larger the portion of the reachable audience within a market | |
Coverage | ||||
Data Inputs (observed) | ||||