Which statement best defines Reach in TV audience metrics?

Which statement best defines Reach in TV audience metrics?

• A. The percentage of the total population that watches television at least once.
• B. The number of times the ad is aired.
• C. The proportion of the target audience exposed to the advertisement at least once.
• D. The total number of impressions generated by all viewers.

Answer: (C)

Reach captures how many people in your target audience actually saw the ad at least once during the campaign, usually shown as a percentage. This focuses on the breadth of exposure among the intended viewers, not on how many times each person saw it. The statement that best defines reach is therefore the proportion of the target audience exposed to the advertisement at least once. It isn’t about how many times the ad is aired (that’s frequency) or about total exposures (that’s impressions). And it isn’t the entire population’s share unless your target is the whole population. For example, if your target is one million people and 700,000 see the ad at least once, reach is 70%.

Reach captures how many people in your target audience actually saw the ad at least once during the campaign, usually shown as a percentage. This focuses on the breadth of exposure among the intended viewers, not on how many times each person saw it. The statement that best defines reach is therefore the proportion of the target audience exposed to the advertisement at least once. It isn’t about how many times the ad is aired (that’s frequency) or about total exposures (that’s impressions). And it isn’t the entire population’s share unless your target is the whole population. For example, if your target is one million people and 700,000 see the ad at least once, reach is 70%.