Reach is a characteristic value of advertising: of print, radio and television advertising, on billboards and cinema advertising. On the web, reach refers to online advertising. It involves reaching relevant target audiences through online advertising. In addition, the term reach is also used for the propagation of electromagnetic waves.
The characteristic value of reach can refer to a geographical area, in which case it is referred to as spatial reach, or to the advertised persons, which is referred to as qualitative reach. In addition to qualitative reach, there is also quantitative reach, which is characterized by the number of people who see the advertising message. This reach can be recorded as gross reach or net reach. In the case of gross reach, all persons are recorded, whereas in the case of net reach, multiple overlaps are eliminated.
As a parameter, reach is used to calculate the efficiency of advertising media and to determine the price per thousand contacts( CPM). It can be expressed as an absolute number or as a percentage and refers to the total number of target persons within a target group. In the case of television, for example, the percentage of an age group of TV viewers who have watched the corresponding program is given.