If a Client asks you to provide a combined Reach & Frequency for NSW, what is the correct answer?

If a Client asks you to provide a combined Reach & Frequency for NSW, what is the correct answer?

• A. Yes, I can combine metro and STV.
• B. Yes, I can add up the reach figures.
• C. Yes, I can average the reach estimates by market.
• D. I will advise that this combination is not permitted.

Answer: (D)

The main idea here is that reach is tied to a defined geography, and different geographies often overlap. Metro Sydney is contained within the broader NSW (state-wide) audience, so the same people can be counted in both measurements. Because of that overlap, you can’t simply combine or average reach figures across these markets to produce a single NSW-wide reach. Without precise overlap data, any attempt to blend them would risk double-counting audiences or misrepresenting how many individuals were reached. Therefore, the correct approach is to advise that this combination isn’t permitted. Report reach for each market separately or use a single, consistent market measure (or a proper cross-market model if available) instead.

The main idea here is that reach is tied to a defined geography, and different geographies often overlap. Metro Sydney is contained within the broader NSW (state-wide) audience, so the same people can be counted in both measurements. Because of that overlap, you can’t simply combine or average reach figures across these markets to produce a single NSW-wide reach. Without precise overlap data, any attempt to blend them would risk double-counting audiences or misrepresenting how many individuals were reached. Therefore, the correct approach is to advise that this combination isn’t permitted. Report reach for each market separately or use a single, consistent market measure (or a proper cross-market model if available) instead.