reach
Definition:
A measure of the actual audience for a radio or television COMMERCIAL as distinct from the potential audience defined by the population of the broadcast reception area. Reach is usually expressed either as a percentage of the total potential or as the actual number of people exposed to the commercial. Both figures may obviously be generalized averages, or specific measures of levels achieved in particular circumstances.
Cross-References:
[frequency]
[commercial]
[coverage]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].