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Component | What Has Changed (examples) | Why It Matters | ||
|---|---|---|---|---|
Duplication – within a package of inventory, there are overlaps in audience delivery when reaching the target multiple times. | Previously, duplication of Reach was random at the package level. However, Reach duplication is not necessarily random - using 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) – Target audience delivery, expressed as a percentage of target audience. One rating point represents impressions equal to 1% of the target population | Media 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 |
Geographic Coverage Geographic Dispersion/Clustering – the geographic spread of inventory within a package around a market (MOVE BELOW AUDIENCE) | By increasing resolution of where we knew there was coverage, we then understood where the reachable audience was not found. | The clustering or spread of an inventory package within a market has a significant impact on the audience that it is able to reach. If all of the inventory within a package is concentrated to one area, large portions of the target audience may never have the opportunity to see the campaign. | ||
Audience Coverage – how an audience is dispersed around a market | Coverage of target audience within target market. Now looking down to the neighborhood level (census tract, within the market). We knew in-market circulation, but we were not leveraging specific audience coverage within market (areas where people do/do not live within target market.) | Due to multiple factors, audiences are not always evenly spread across a target market. Understanding the areas in which your audience can be reached is key to media planning. | ||
Data Inputs (R/F) – [what is this] | Inventory Planning (specific units) | Market Planning (market averages) | ||
Reach CeilingNow based on observed | Prior to the 2021 midyear release, |
Transit
Place-Based