Reach Drives Business Outcomes

The belief that reach drives business outcomes kind of sits behind a huge amount of the planning that goes on in our industry. Bennett and Field looked at nearly 15 or 16 different runs over two years plus now, none of them have a significantly strong relationship between those two things. The best relationship we observed was about 0.4 in terms of an R squared. That's what's led us to say that fundamentally the relationship between the reach these brands think they're buying and the metric that they're planning against has eroded massively,. basically.