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Network Reach The unduplicated percentage of a population that is exposed at least one time to the portion of an advertising campaign that aired on a selected television network during some period of time.
It is computed by partitioning an advertising campaign by network and computing the
reach
for each network in the campaign.
The table below shows the network reach for a 8 week advertising campaign of a well known luxury car. It indicates that the adult 18-49 reach for the ads that aired on ABC alone was 6.2. No ads aired on CNN, so the network reach is undefined. Ads aired on ESPN2, but all those who viewed ads on that network also saw ads on other networks, so the network reach is zero.
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