massreach

Massreach is a term used in marketing and communications to describe the scope of audience exposed to a campaign across multiple channels. It denotes the potential or achieved size of an audience reachable through a combination of media, including traditional outlets and digital platforms. It is distinct from per-channel reach and from impressions; reach counts unique individuals exposed at least once, while impressions sum all exposures. In multi-channel campaigns, deduplicated cross-channel reach is a key objective.

In practice, mass reach informs budgeting and media planning by focusing on audience breadth rather than frequency alone. Historically associated with mass media planning, mass reach has evolved with digital and social media, programmatic buying, influencer partnerships, and cross-media campaigns designed to maximize coverage.

Measurement uses metrics such as cross-channel reach, total reach, average frequency, GRPs, and reach efficiency. Data sources include audience measurement panels, ad-tech analytics, CRM data, and attribution models.

Critics note potential diminishing returns, higher cost, and the risk of lower relevance when chasing broad reach. The concept is increasingly balanced with micro-targeting and personalization strategies, seeking a blend of breadth and relevance. Related concepts include audience reach, multichannel marketing, and media planning.