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Please note: this new reach and frequency approach is incorporated into the 2023 data release, which will become the default dataset in January of 2023. Due to the various changes in the approach as outlined above, comparisons should only be done directionally - comparing the 2023 reach and frequency to prior datasets will not be a true “apples to apples” comparison.
The below chart covers some of the major components that have evolved from Geopath’s historical reach & frequency approach to the new approach. Along with the factors mentioned above, these components help shape how reach & frequency are compiled at the package level.
Component | What Has Changed | Why It Matters |
|---|---|---|
Audience Coverage – The geographic dispersion around a market of the home location of the exposed audience and amount of exposure in each neighborhood. | Previously, audience coverage was aggregated at larger geographies or market-levels. Now, with increased precision, looking down to the neighborhood-level coverage (census tract, within the market), we can now accurately identify the reachable and unreachable target audience population. | Audiences are not always evenly spread across a target market. Understanding the inventory which has coverage (potential reach) of local areas in which your audience lives within a larger market is key to audience targeting and efficient media planning. |
Duplication – within a package of inventory, there are overlaps in audience delivery. Two or more media units will deliver to the some of the same audience in a market. | Duplication of reach was previously assumed to be random at the package level, within the coverage area of the market. This meant that reach and frequency estimates were not sensitive to the overlap of coverage and precise duplication. However, reach duplication is not necessarily random. Some media have significant overlap of audience and therefore will not add much incremental reach, but will add frequency. Similarly, inventory which has very little overlap will add reach, but very little additional frequency. Using mobile movement data, we can now precisely calculate the overlap and duplication of audience within a package. | At the package level, each piece of media has a unique relationship with every other piece of media in a package. Individual and collective duplication of the media units in the package is now better accounted for when estimating reach. 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. |
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