In this document, we will visualize the way that reach coverage and duplication occur when looking at a package of inventory.
For this example, let’s take a look at this section of the Chicago DMA. Here, suppose that the population of the area is evenly spread across 25 blocks, with 100 people living in each. There are 2,500 people in total living in this area.
There are 3 units in the inventory package, each in a different part of the neighborhood.
Each unit has a unique footprint and audience coverage within the market.
 |  |  |  |
Contributing percentage of total circulation for each media unit. For example, 27% of media unit A’s circulation comes from the northwesternmost neighborhood.
Now let’s look at the unique Reach that each unit achieves from the audience around the neighborhood. Below shows the number of individuals reached by each unit, as well as the overall reach of the package. As you can see here, there are certain blocks of the neighborhood that are not reached by the units in the package.
 |  |  |  |
Reach can be represented as a number of individuals of the target audience population.
 |  |  |  |
Reach can be represented as a percentage of the target audience population.
0 Comments