Media planning · Growth Planning Studio
Net reach you can compute today, and defend on its method.
True unduplicated reach across paid and owned channels, from inputs you already hold. Built for teams starting in-house media: plan the investment, hand the buying to your agency.
Live tool · one self-contained file · yours to keep
The problem it solves
Single-channel reach figures can't be added.
The same person gets reached on more than one channel, and the duplicated audience has to be removed to get net reach. The data that reveals real overlap, single-source panels, is rarely available or affordable at the planning stage.
This tool estimates net reach from the inputs a planner already holds: penetration, channel reach, demographic population. It reports three figures side by side. The Sainsbury independence ceiling. A deliberately conservative reach-weighted estimate. And a demographically grounded refinement.
The decisions you walk away with: the net reach of a schedule, how sensitive that figure is to the overlap assumption, and how to shift budget for the largest gain in unduplicated reach.
How it's different
The big systems sell you a panel. This computes it from what you already have.
A transparent, data-light estimator grounded in a century of published reach literature, and set out in a Franco methodology paper.
It makes the overlap assumption visible rather than hiding it. Feed it a measured duplication where you have one and it gets sharper. Give it nothing and it stays honestly conservative.
In your hands
What you get.
- Three net-reach figures, side by sideTheir spread shows how much the answer depends on overlap.
- Campaign-demographic harmonisationChannels bought on different age targets are placed on one common population, so reach percentages finally add up coherently.
- Spend optimiserA reach-versus-spend curve per channel, and a marginal allocator that shifts budget, within your limits, to the channel adding the most fresh reach.
- The planning metricsCPM, cost per reach point, average frequency and incremental reach per channel, all from the same inputs.
And the rest
One self-contained file. No login. Works in any browser, exports any chart or table to CSV or image. A walkthrough of the findings and a refreshed build when new data lands, all included.
- No login, no seat to learn
- Exports to CSV or image
- Walkthrough of the findings included
- Refreshed build when new data lands
Note: the tool view shown is being restyled to the current Franco design system. Function is unchanged.
Alternatives
What it beats.
Currency and panel systems
Nielsen, Comscore and VideoAmp deduplicate with a proprietary single-source panel: powerful, but enterprise-priced, tied to their markets, and a black box you trust.
Agency planning suites
They still depend on licensed audience data and bury the overlap maths.
A naive sum
Free, but it either double-counts wildly or assumes channels never correlate.
Not sure if this is the one?
Eight quick questions. Within 24 hours we'll come back with the solutions worth considering and the approximate budget.