MEDIA OBJECTIVES 259The difference between total and useful reach of a medium vehicle is important. Useful
reach is not about how many consumers will probably see the message (total reach), but how
many consumers from the target group (useful reach) are likely to see the message. As was the
case for frequency, only exposure to the media vehicle can be estimated, not exposure to the
message itself. Furthermore, one should realise that, although total reach may be higher for
a TV campaign, useful reach may be higher for a campaign in specialised magazines. Even within
the same medium type, total and useful reach can differ enormously for different media vehicles.
For instance, for a target group of youngsters aged between 3 and 14 years, the reach shown
in Table 8.3 can be obtained with an ad on the Swedish TV channels SVT1 and SVT2.Total reach refers to the audience one can expect to reach with a certain medium. The following table shows those
TV channels with the highest share of the adult population for different European countries.^23
Audience shares of the leading European channelsCountry Channel Reach Country Channel Reach
Austria ORF 2 29.8 Luxembourg RTL Télé Letzebuerg 52.9
Belarus ONT 52.8 Macedonia A 1 28.9
Belgium N TV1 29.2 Netherlands RTL4 16.8
Belgium S RTL TVI 23.2 Norway NRK1 40.2
Bulgaria BTV 37.9 Poland TVP 1 25.8
Croatia HTV 1 43.8 Portugal SIC 29.3
Czech Rep Nova 43.4 Romania Romania 1 28.4
Denmark TV2 36.2 Russia PERVY 26.8
Estonia TV3 22.1 Serbia and Montenegro PINK 21.2
Finland MTV3 38.1 Slovakia Markiza 45.9
France TF1 30.6 Slovenia POP TV 29.0
Germany RTL 15.0 Spain TVE 1 24.0
Greece Antenna 22.5 Sweden TV4 25.6
Hungary RTL KLUB 29.5 Switzerland F TSR 1 25.8
Iceland RUV 42.7 Switzerland G SF 1 24.8
Ireland RTE 1 27.4 Switzerland I TSI 1 26.7
Italy RAI 1 24.2 Turkey KANAL D 15.0
Latvia LNT 22.2 Ukraine INTER 29.3
Lithuania LNK 27.0 UK BBC 1 26.3Whether these channels are the best to include in the media plan depends on the target group. If the target
group consists of children and teens, an ad on a youth channel may be more efficient than the leading channels
shown in the table. Moreover, some of these channels are public channels which do not take advertising. In this
case, companies have to look for other options.business insight
Audience shares of the leading European channelsM08_PELS3221_05_SE_C08.indd 259 6/6/13 9:23 AM