Intelligent Reach. Transformative Growth.

In today’s competitive market, businesses must make informed media and marketing decisions to grow brand equity and expand reach. But how can you tell whether your architecture is designed to do that? TURF analysis—Total Unduplicated Reach and Frequency—was built for precisely this purpose.

TURF provides deep insight into how your campaigns solve for reach by measuring unduplicated reach and frequency, setting clear benchmarks for equity growth and spotlighting areas for improvement. It also uncovers gaps, reveals high‑value audience segments, and ultimately shows the potential of your plans to build the value your brand holds in consumers’ minds.

Key Questions TURF Analysis Helps Answer

1. Are You Starting Strong for Continued Success?

Brand growth requires consistency. A solid media foundation that compounds year over year is the prerequisite to sustainable success, and TURF quantifies how strong that foundation really is.

2. Are You Effectively Measuring Unique Users?

TURF focuses on unique reach. It tells you whether your buys are truly deduplicating audiences or simply counting duplicate impressions masquerading as new people.

3. Are You Reaching Potential Buyers at Critical Moments?

Category entry points—moments when consumers are most likely to buy—are gold. TURF shows whether your targeting aligns with these high‑leverage occasions.

4. Are You Successfully Reaching Hard‑to‑Reach Audiences?

Certain segments are elusive. TURF reveals how well your plan finds them and whether you are doing so cost‑efficiently instead of overspending or missing the mark.

5. Does Your Media Plan Sustain Reach Over Time?

Advertising works through continuity. TURF tracks whether your plan maintains reach week after week, preserving awareness and loyalty.

6. Are Micro‑Targeting Campaigns Limiting Your Reach?

Hyper‑narrow tactics can cannibalize scale. TURF highlights when micro‑targeting erodes total audience potential and shows where re‑balancing can restore efficiency.

7. Are You Measuring Campaign ROI vs. Business Impact?

Short‑term ROI is easy; enterprise impact is harder. TURF elevates the conversation from tactical ROI to long‑run company return.

8. Do You Have Robust Measures for Unique Audiences?

Independent, transparent measurement of unique users is non‑negotiable. TURF pushes for deduplicated currency so planning rests on solid data.

9. Are Your Media Spend Levels Aligned with Audience Delivery?

Is budget proportional to reach potential, or are you paying for excessive frequency and minimums? TURF diagnoses mis‑alignment and guides reallocation.

10. What Impact Do Coupons and Promotional Costs Have on Your Budget?

If price promotions dominate spend, media muscle may suffer. TURF quantifies how coupon and redemption costs interact with paid media, ensuring discounts don’t crowd out reach.

Conclusion: Leveraging TURF for Better Media Decisions

TURF is more than a report—it’s a roadmap. By benchmarking growth potential and exposing architectural gaps, it charts a course toward greater reach and stronger brand equity over time.