How Much Reach Can You Really Get for Your Money?

Most companies calculate cross-channel reach using the Sainsbury formula, which Sam will be able to talk a little bit more about. It simply means that you don't add up all the reach points that you get by channel. And without having a single source of data that measures every channel and every viewer of every single channel, this is just a simple statistical approach to remove duplication. The problem with that approach is that it treats all channels as being the same in terms of one point of reach means the same whether you're on TV or whether you are on a display ad. But that's clearly not the case.