The Verto Glossary: Incremental Reach

As part of our monthly Verto Glossary series, we define an industry- or Verto-specific term, in an effort to make our content and the consumer-centric measurement more useful and easier to understand. In our last post, we discussed indexing, a practice common in statistics and data science. Now, we take a look at incremental reach.

What is incremental reach?

Incremental reach is the increase in reach due to an additional media channel (such as a device type), and can show the increase in reach by adding additional channels. It can also be based on other criteria, such as a digital property.

For example, the chart below, originally used by our CEO Hannu Verkasalo to illustrate the state of TV advertising, shows the impact of incremental device reach for two device categories (PCs and mobile) on top of TV audiences in the UK. At 12am, there are about 5 million users watching TV, but that audience increases to more than 15 million if you account for PC and mobile users. From a device usage perspective, the bottom block on the chart (in darkest purple) represents the number of users who are using TV, PCs, and mobile devices. The middle block on the chart (lightest purple) represents the number of users who are using PCs and mobile devices. And the top block on the chart (medium purple) represents the number of users who are only using mobile devices.

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