The media reach , often simply referred to as reach in media science and media sociological contexts , indicates the proportion of target persons who are reached by an advertising medium or a combination of advertising mediums. Among other things, it is required to calculate the price per thousand contacts .
It can be given as an absolute number or as a percentage of the population . How intensively the selected medium is used in the period under review is irrelevant. One-time contact is decisive. In the case of printed matter, “contact” means that it has been browsed or at least partially read. You have to listen to the radio for a few minutes and watch TV for at least a minute.
Goals of the range measurement
Without the range determination, broadcasters cannot know whether their programs will be seen or heard at all. In the print media , the publisher at least gets the sales figures for its publications, but does not yet know how many people have read them.
The respective editorial offices must receive feedback on their work so that they know whether their products or reports will be accepted or whether they need to change something (editorial research). This is the only way to develop further. In addition, the advertising customers require evidence of how many of their potential customers (target group) can be reached with the respective station / program, the respective publication (advertising medium research).
Ranges must be determined according to uniform standards and criteria so that the results are comparable.
- Gross reach
The gross reach represents the reach of several editions of a medium or a combination of different media, without taking into account user overlaps.
The gross range thus indicates the number of contacts, but does not say anything about the number of people reached (net range).
- Net reach
Net reach is the number of people who are reached at least once by an advertising medium (e.g. television , radio , magazines , cinema , poster , internet) or by a combination of advertising materials that were used on these advertising media. Double and multiple contacts are not included. Each person is included in the net reach only once, regardless of how many contacts they had. The net reach can therefore be defined as the “reach of the media plan”, in contrast to the gross reach, which indicates the reach of an individual carrier. The net range therefore corresponds to the gross range adjusted for the overlaps.
- Qualitative gross and net reach
Indicates only the reach for the intended target group.
- Geographical range
Reflects the geographic distribution of a spreading plan . This ranges from regional to global.
- Daily range
The daily reach (TRW) indicates the proportion of target people that an advertising medium reaches in one day. The station must be heard continuously for at least a quarter of an hour on the radio and viewed for at least a minute on television. The calculation is made regardless of what time and how long the transmitter was switched on by the target person. The daily range is usually recorded for the period Monday to Friday (i.e. excluding the weekend).
- Widest audience
The broadest audience (WHK) counts those people who state that they have heard a program at least once in the past two weeks; the German-speaking population over 10 years is generally used as the database. The WHK therefore indicates the maximum reach an advertising campaign can achieve in a certain radio program.
- Widest readership
The broadest readership (WLK) comprises those people who state that they have read a newspaper or magazine within the last twelve publication intervals. In the case of a daily newspaper, this includes all people who have read the newspaper within the last two weeks; the WLK of a weekly newspaper or weekly magazine includes all readers of the last three months.
- Widest group of users
The broadest group of users (WNK) includes all Internet users who have visited an online offer at least once within three months.
Measurement method and measurand
Telemetry is used to collect data on television - in private households that are selected to be representative of the population, usage behavior is measured electronically.
In the case of radio and press media, the reach is determined through surveys. The relevant investigations in Germany are the media analysis of AGMA and the Allensbach advertiser analysis . There are similar studies in Austria ( MA ) and Switzerland (MACH).
The reach of print media is usually given as readers per issue (LpA). This is a calculated value that indicates the likelihood of use within a target group.
- Technical reach
- Information community to determine the distribution of advertising media
- Online Research Working Group
- Press distribution
- Audience rating
- Mast, Claudia (ed.): ABC of journalism. A guide for editorial work. Constance 1998, ISBN 3-89669-239-9 .
- Menhard, Edigna; Treede, Tilo: The magazine. From the idea to marketing. UVK publishing company. Constance 2004, ISBN 3-89669-413-8 .
- Noelle-Neumann, Elisabeth; Schulz, Winfried; Wilke, Jürgen (Hrsg.): Fischer Lexikon. Journalism mass communication. Fischer Taschenbuch Verlag Frankfurt 2000, ISBN 3-596-12260-0 .
- Definition in the Gabler Wirtschaftslexikon
- Definition at Onpage Wiki - Digital Marketing Lexicon
- Media Analysis Working Group
- Allensbacher market and advertising medium analysis
- Norbert Walter, Stefan Heng: Media industry in fundamental upheaval - innovative forms of media require entrepreneurship . In: Ralf Kaumanns, Veit Siegenheim, Insa Sjurts (eds.): Obsolete model of television? Perspectives of TV in the digital media world . Springer, 2010, ISBN 978-3-8349-8785-3 , Newspaper houses break new ground , p. 38, 39 ( preview in Google Book search).
- Glossary - Net Reach ( Memento from June 15, 2018 in the Internet Archive )
- Die Media-Analyze ( Memento from April 22, 2014 in the Internet Archive ), on media-analyse.at
- Radio glossary. Retrieved June 15, 2018 .
- WLK ( Memento from June 15, 2018 in the Internet Archive ), on agma-mmc.de
- AGOF Glossary - Definition of terms for the agof studies. In: agof.de. Retrieved December 11, 2019 .