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No ads aired on CNN, so incremental network reach and
network reach
are both undefined. Ads aired on ESPN2, but all those who viewed ads on that network also saw ads on other networks, so the incremental network reach, and network reach are both zero.
Incremental network reach is a useful measure for the networks in a media plan when the plan needs to be reduced in size. Removal of ads on those networks that have low incremental network reach will have the least impact on the overall reach of the ad campaign.
Closely related to incremental network reach is incremental network effective reach which is defined as the amount that the
effective reach
of an ad campaign would decline at some level of effectiveness (such as 3 exposures) if all advertising spots for that network were removed from an advertising campaign.
The sum of all incremental network reach values for an advertising campaign will always be less than the
reach
for the entire campaign.
Using Audience Watch, the incremental reach values in the table above were tabulated from Nielsen person-by-person data in about 5 seconds on a standard stand-alone Pentium PC.
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