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
Measurement uses metrics such as cross-channel reach, total reach, average frequency, GRPs, and reach efficiency. Data
Critics note potential diminishing returns, higher cost, and the risk of lower relevance when chasing broad