Incremental reach
The additional people reached
Incremental reach is the share of reach a channel achieves in addition to the other channels of a campaign. Only people who were not reached through the other channels are counted.
How we use it
Connected TV is a typical lever for incremental reach: streaming users often hardly watch linear TV any more. In the awareness stage we therefore measure net reach and control frequency across channels.
Example
A spot reaches 10 million people on linear TV. CTV adds 3 million contacts, 2 million of whom were not reached on linear TV. The incremental reach of CTV is therefore 2 million.
Related terms: Net reach, connected TV, cost per reach. To the glossary
