tavoittavuudet

Tavoittavuudet refer to the reach of a communication channel or campaign—the portion of a defined target population that can be exposed to a message within a specified time frame. In media planning and marketing, tavoittavuus describes how widely a campaign can reach its intended audience, either as a number of individuals or as a percentage of the target group.

Measurement and metrics

Tavoittavuus can be reported as absolute figures (for example, 150,000 people) or as a percentage of the target population (for example, 30%). It is measured through audience research, panel data, and digital analytics. In traditional media, data typically cover unique viewers or listeners over a period; in digital channels, reach refers to unique users who saw an ad at least once during the period. Distinctions exist between unique reach (distinct individuals reached) and gross reach or impressions (the total exposures, counting multiple views by the same person). When combining channels, reach is not simply additive due to overlap between audiences.

Application and calculations

Tavoittavuus informs media planning by indicating how broadly a campaign can be seen by the target group, helping to balance reach with frequency. A simple example: if the target comprises 500,000 individuals and 150,000 are exposed at least once, tavoittavuus is 150,000 people or 30% of the target. Related metrics include frequency (average exposures per reached individual) and derived indicators such as GRP (gross rating points), which approximates reach multiplied by average frequency.

Limitations and considerations

Accuracy depends on how the target and time window are defined and on the data sources used. Cross-channel measurement requires aligning user identifiers and audience definitions, and overlaps between channels can complicate interpretation of overall reach.