Audience Reach helps you estimate the potential audience for a contact or outlet in Agility. Depending on the media type, Audience Reach may represent website visitors, print readership, broadcast audiences, or social media followers.
Audience Reach is intended as a measure of potential visibility, not the number of people who actually viewed a specific article, broadcast, or social media post.
Figures are obtained from trusted third-party providers and other verified industry sources.
š¹ Online and Digital
Audience Reach for online and digital outlets refers to the unique monthly visitors to the publicationās 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.
š¹ Print
Circulation figures represent the average monthly readership of a print publication.
When publications are released more or less frequently than monthly, Agilityās internal Research team calculates the number pro-rata to produce a monthly equivalent.
Circulation data is obtained from multiple sources, including:
Direct submissions from the publications themselves
Independent circulation audit organizations
Verified third-party circulation reports
š¹ Broadcast
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 Agilityās broadcast monitoring vendors, or calculated using publicly available information on each stationās average reach and advertising value.
š¹ Social
For social media, Audience Reach is based on the aggregate follower total of the outletās connected social media accounts.
This provides an estimated potential audience size that could view or engage with shared posts.
š¹ Viewing Audience Reach in Agility
Audience Reach figures appear within both contact and outlet profiles, under the āAudience Reachā section.
Depending on the medium, you may see:
Unique Visitors (online and digital)
Print Circulation (print)
Television Viewers / Radio Listeners (broadcast)
Social Media Followers (social)
These figures help you assess the overall influence and visibility potential of your media outreach.
š¹ Best Practices
Use Audience Reach as an estimate of potential audience, not actual readership or engagement.
Compare outlets within the same media type whenever possible.
Remember that individual articles may receive more or fewer views than the outlet's estimated audience.
Combine Audience Reach with other metrics such as mentions, sentiment, engagement, and share of voice for a more complete view of campaign performance.
Frequently Asked Questions
Is Audience Reach the number of people who read my article?
No.
Audience Reach estimates the potential audience for the outlet or publication, not the number of people who viewed a specific article, broadcast, or social media post.
Where does online Audience Reach come from?
For online publications, Agility uses Similarweb's estimated monthly unique visitor data.
Why doesn't an outlet have an Audience Reach value?
Not every outlet or contact will display an Audience Reach figure.
If a value is unavailable, it may be due to the availability of audience data or how the outlet is represented in Agility.
If you need Audience Reach verified for a specific outlet, contact Agility Support.
Why does Audience Reach differ between media types?
Audience Reach is calculated differently depending on the type of media.
For example:
Online uses monthly unique visitors.
Print uses readership or circulation.
Broadcast uses estimated viewers or listeners.
Social uses follower counts.
How often are Audience Reach figures updated?
Audience Reach figures are updated as refreshed data becomes available from Agility's data providers and research sources.
Update frequency may vary depending on the media type and source.
Can Audience Reach change over time?
Yes.
Audience Reach reflects the most recent audience information available from Agility's data providers, so values may increase or decrease over time.
Can Agility verify the Audience Reach for a specific outlet?
If you need Audience Reach confirmed for a specific outlet or publication, contact Agility Support.
Support can verify whether Audience Reach data is available for that outlet.
š Support & Resources
Help Center: Media Relations
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