When reviewing a Reach Planner forecast, which metric indicates the estimated number of unique people within the defined target demographic and location that the plan is expected to reach?
Correct Answer
On-target reach
Why is this the correct answer?
The metric is on-target reach. It estimates how many unique people within the demographic and location the advertiser has defined the plan will reach, as distinct from total reach, which counts everyone the ads will be shown to regardless of whether they match the target. The difference matters when comparing plans: a schedule with a bigger total audience can deliver fewer of the people you actually want, and on-target reach is what exposes that. It pairs with average frequency, which shows how often each person is expected to see the ad, so together they describe the shape of the plan — how many people, how often. Planning conversations normally revolve around trading one against the other within a fixed budget.
Why are the other options wrong?
Conversion rate
Conversion rate measures the proportion of interactions that convert, which is a performance metric rather than a reach forecast.
Target rating point
Target rating points express reach and frequency in television planning terms rather than unique people reached.
Average frequency
Average frequency estimates how often each person sees the ad, not how many people are reached.
Real-world example
A planner compares two mixes with similar total reach. On-target reach for 25 to 34 year olds differs by 1.8 million people, so the plan with the smaller headline audience is chosen because more of it falls inside the brief.
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