The percentage of your target audience exposed at least once to your campaign.
Reach measures a campaign's width: 60% reach means 60% of your target saw your message at least once. Combined with frequency (average number of exposures), it composes the GRP: GRP = reach × frequency.
It's the fundamental trade-off of any media plan: reach more people, or make a stronger impression on fewer? The answer depends on your starting awareness and message complexity.
"For a launch, we prioritize reach on the useful target; to install a buying reflex, frequency. And we deduplicate reach across linear TV, replay and CTV to avoid paying twice for the same households."
Let's conduct an audit of your metrics together to identify your true growth levers.
