Where do the figures for Audience Reach in Discover come from?

Agility provides Audience Reach figures for every contact and outlet profile, allowing you to understand the potential size of the audience each journalist or publication reaches.

These figures vary by media type — whether online, print, broadcast, or social — and are sourced from trusted, industry-recognized data providers.

Below is an explanation of how these values are calculated for each medium.

Audience Reach for online and digital outlets refers to the unique monthly visitors to the publication’s website.

Agility sources this data from Similarweb, an industry-standard provider of monthly unique visitor metrics.
Figures are updated regularly to reflect the most accurate and recent visitor estimates available.

Circulation figures represent the average monthly readership of a print publication.

When publications are released more or less frequently than monthly, Agility’s internal Research team calculates the number pro-rata to produce a monthly equivalent.

Circulation data is obtained from multiple sources, including:

For television and radio programs, Audience Reach represents the average number of viewers or listeners per 60-minute segment or show.

These figures are supplied directly by Agility’s broadcast monitoring vendors, or calculated using publicly available information on each station’s average reach and advertising value.

For social media, Audience Reach is based on the aggregate follower total of the outlet’s connected social media accounts.

This provides an estimated potential audience size that could view or engage with shared posts.

Audience Reach figures appear within both contact and outlet profiles, under the “Audience Reach” section.

Depending on the medium, you may see:

These figures help you assess the overall influence and visibility potential of your media outreach.

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