Work out unique reach from impressions and average frequency, and the share of the target it covers.
Reach is impressions divided by frequency, but it cannot exceed the audience that exists — so beyond saturation, additional impressions only raise frequency. The cost of incremental reach rises steeply as coverage approaches the population. Campaigns that keep buying after saturation pay repeatedly to reach the same people, which is the most common source of wasted media budget.
Reach
Reach = impressions ÷ frequency, capped at the size of the target audience
Reach = impressions ÷ frequency, capped at the size of the target audience Reach is impressions divided by frequency, but it cannot exceed the audience that exists — so beyond saturation, additional impressions only raise frequency. The cost of incremental reach rises steeply as coverage approaches the population.
Campaigns that keep buying after saturation pay repeatedly to reach the same people, which is the most common source of wasted media budget.
This calculator takes 3 inputs: Total impressions delivered, Average frequency, Size of the target audience. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.