Calculate reach percentage from unique people reached and target audience size, or estimate reach from impressions and frequency, with GRP and goal gap.

Unique people (not impressions) from the same campaign and period as the audience.

Impressions and reach goal

Related Calculators

Reach Percentage Formula

The following formula is used to calculate the reach percentage:

RP = (RA / TA) × 100

Variables:

  • RP is the reach percentage (%)
  • RA is the reached audience size
  • TA is the total audience size

To calculate the reach percentage, divide the reached audience size by the total audience size and then multiply by 100 to convert it to a percentage.

What is Reach Percentage?

Reach percentage is a metric used to measure the proportion of a target audience that has been exposed to a particular message, campaign, or content. It measures audience coverage, not engagement, conversions or advertising effectiveness. Use a target population and unique-reach count with matching definitions and time periods.

How to Calculate Reach Percentage?

The following steps outline how to calculate the Reach Percentage.

  1. First, determine the total audience size (TA).
  2. Next, determine the reached audience size (RA).
  3. Use the formula from above: RP = (RA / TA) * 100.
  4. Finally, calculate the Reach Percentage (RP).
  5. After inserting the variables and calculating the result, check your answer with the calculator above.

Example Problem:

Use the following variables as an example problem to test your knowledge.

Total audience size (TA) = 5000

Reached audience size (RA) = 1500

RP = 1,500 ÷ 5,000 × 100 = 30%. The remaining audience is 3,500 people. Optional impressions add frequency and GRP; an optional reach goal shows an additional unique-audience count, not a forecast.