meetbereik

Meetbereik is a term used in media, marketing, and audience research to describe the extent to which a campaign, message, or media plan has reached a defined target audience. It is typically expressed as a percentage of the target population or as an absolute number of individuals who were exposed at least once during a specified measurement period.

In practice, meetbereik refers to reach—the number or share of unique people who have encountered the message, regardless of how many times they saw or heard it. It is commonly studied together with frequency, which measures the average number of exposures per reached individual. Distinctions are made between net reach (the number of distinct individuals reached) and gross reach (the total exposures, including multiple contacts with the same individuals).

Measurement methods vary by channel but rely on audience measurement services, surveys, or digital analytics. In traditional media, organizations like audience measurement bureaus compile data from samples to estimate reach for TV, radio, and print. In digital environments, reach is estimated from cookie or device-based data, logged impressions, and audience panels, often integrated across channels through cross-media measurement systems.

Uses and limitations: meetbereik informs campaign planning, budgeting, and evaluation by indicating how broadly a message is seen. It helps compare media plans, optimize reach across channels, and assess progress toward targets. Limitations include sampling error, definition of the target population, measurement window effects, and privacy constraints.