Get your all-access season pass to all courses with a PRO subscription. Save 40% through June 13 with code GOAL.
Become a Member
Post a Question
Quick Start Guide
Real-World Education for Modern Marketers
Join Over 600,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Metrics Allowing For Competitive Evaluation
5/7/2018 at 7:08 AM ET
Hi- I'm trying to understand how to compare performance via Reach % and GRPs achieved v. competition and then drill down into basics such as type of channels where placements were done and slots (primetime/non primetime). However i fail to see how to compare performance via reach. Could anyone help?
Peter (henna gaijin)
5/7/2018 at 12:47 PM
Reach refers to the total number of different people or households exposed, at least once, to a medium during a given period. The only real comparison you would do is looking at the reach of your ad versus a competitors ad. You having a higher or lower reach than competitors doesn't really say much - just whether you are potentially getting in front of more of your target market than the other.
5/7/2018 at 4:45 PM
The reason you want Reach numbers is to see the effect of higher (and lower) frequency of exposure.
REACH x FREQUENCY = GROSS RATING POINTS
Suppose you deliver 400 GRPs in 8 weeks. Consider two scenarios: In one case the reach is 40. In the other case it's 80. In the first instance, your frequency is 10; the average person who saw your ad saw it 10 times. (400 / 40 = 10) In the second instance, the average frequency is 5.
The cost in both cases is the same because you are buying comparable Gross Rating Points (i.e., same market, same target audience, same medium, etc.).
If the first case generates more of whatever you want (e.g. sales, share growth, leads, etc.), then you've learned that you may need more than 5 exposures (on average) to make a significant difference with your advertising. If the second case outperforms the first case, then you've learned that with the current copy, 5 exposures (on average) is pretty effective and you should try to increase Reach (e.g., additional day-parts, more diverse demographics, etc.).
CAUTION: Don't let the media calculations drive your advertising decisions, though. Your brand positioning and the effectiveness of your advertising copy are likely to be far more important. You would miss the big idea if you relied only on Reach and Frequency analyses.
Also make sure you are considering Reach for YOUR TARGET AUDIENCE. If you only want teenage girls, Reach among all women won't be very helpful. Etc.
5/22/2018 at 5:49 PM
I am closing this question since there hasn't been much recent activity.
Thanks for participating!
BACK TO TOP
Post a Comment
The No. 1 Rule and Four Essential Parts of High-Converting B2B ...
by Rachel Foster
10 of the Best Social Media Monitoring Tools for Every Business
by Aleh Barysevich
Social Media Image Sizes in 2019 [Infographic]
by Vahe Habeshian
Social Media Use in 2019: Platform, Visit, and Age Trends
by Ayaz Nanji
Empathy Mapping for Marketing Content: What It Is and How to Do ...
by Linda Emma
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with