Page 14 - TAM Ireland | 2016 Review

REACH

More and more the conversation from leaders in our

industry is focusing on the importance of reach in

advertising and marketing communication. The evidence
shows that recruiting new customers is more profitable for

businesses than trying to increase frequency of purchase

because if the customer base grows then so too will brand
loyalty.

It has been proven time and again and most recently by

Binet and Field that mass marketing matters. Extending
reach to the widest possible audience of consumers in

the market for a product rather than focusing on a small

segmented audience is an effective growth strategy –
TV delivers mass markets in spades – as can be seen in

this chart showing the average weekly reach of the TAM

Ireland subscribing channels.

Every week they reach 90% of HK with Kids, 87% of

25-44 yr olds and 87% of ABC1 Adults

While TAM Ireland’s focus is to measure TV viewing, it
is interesting to see how TV’s reach compares to other

media in Ireland. TGI do look at all media – it is a different

methodology but as an example of TV’s reach oppoiste is
a table from TGI showing weekly reach x media for all Irish

Adults.