2019: February 18th

Monday, February 25, 2019

At the moment in our firm, we model on GRPs rather than Reach. However, we can achieve the same GRPs at different levels of Reach so they want the exact/approx Reach number to either model or as a suggestion.Can you give me an idea as to how to think about finding the Reach? For example : At the moment through regressions we tell them how much GRPs they need to do before it saturates. But they need the reach number? Can you help.

The Media Guru Answers (Tuesday, February 26, 2019)

Depending on the specific medium and vehicles and combinations, considerable variation is possible in the reach achieved by different levels of GRP. You need reach modeling software such as Telmar provides. Using that you can develop reach results from a range of media mixes and develop some general tables. Or simple use the software for each GRP/reach analysis.