What does the term 'reach' refer to in advertising?

In advertising, the term 'reach' specifically refers to the number of unique individuals who are exposed to an advertisement within a specified period. This metric is crucial for understanding the potential audience size and impact of an ad campaign, as it indicates how many different people have seen the ad rather than the total number of times the ad was displayed. This distinction allows advertisers to gauge awareness and exposure among their target audience.

Understanding reach is essential for advertisers aiming to maximize visibility and effectively communicate their message to as many potential customers as possible. It's a fundamental concept in media planning and helps inform strategies about where and how to allocate resources for the greatest impact.