Media Definitions and Significance

Gross Reach

Gross reach of a set of publications/media channels is the sum of the total gross readership/viewership of those particular publications. It is the duplicated reach of that set of publications, not accounting for common set of readers between them.

Net Reach

Net reach is the unduplicated reach provided by a set or combination of publications/media channels. This is calculated by subtracting from the gross reach the number of common readers of the selected publications.

Net reach is an effective means of ascertaining the potential of a set of media channels to reach you required audience.

Incremental Reach

Incremental Reach is the additional reach provided by a media channel over a considered media channel or set of channels. The incremental reach is arrived at by subtracting from the net reach of a set of publications the individual reach of the desired publication.

Incremental reach is an effective means of measuring the usefulness or added value of a publication in a considered set with the objective of reaching a particular audience.

Gross Opportunity to See (OTS)

Gross OTS is a quantitative measure of the total number of exposures generated by an advertisement or insertion. It is arrived at by multiplying the number of insertions with the Target Group reach of the desired publication.

Gross Exposures/OTS = TGR X Insertions

Average OTS

Average OTS is the mean average number of times an individual in the desired audience is exposed to the insertion or advertisement. Average OTS is arrived at by dividing the Gross OTS by the Net reach of the publication.

Avg OTS = Gross OTS / Net Reach


The profile is the spread of the audience of a media channel across different demographics. It is a means of analysing and profiling the audience of a channel across various demographic categories. The profile is one of the primary factors helpful in ascertaining whether a particular media channel would serve as an effective means of reaching the desired audience.

Press Selectivity Index

The PSI denotes the preference of a particular demographic segment of the population for the identified media channel over other channels/publications. It is an index which measures the skew of a publication towards the defined target group. As such, it is an effective means of calculating relative appropriateness of publication.

PSI = % of Readers in a Demographic Segment X 100
                 % of Popn. in a Demographic Segment