Population: Definition

The total number of people in your target demographics and location. For media plans in Reach Planner, population data is based on:

  • Census population: The total number of people in your target demographics and location based on census data.
  • Digital population: The total number of people in your target demographics and location who reported using the internet in the last 30 days.
  • TV population: The total number of people in your target demographics and location who reported watching TV in the last 30 days.
  • YouTube population: The total number of people in your target audience that can be reached by ads on YouTube during an average 28 day period.

In Reach Planner, changing the population updates:

  • The reach percentage
  • The population size
  • The “Target Rating Point” (TRP) and “Cost per (target rating) point” (CPP) metrics

Population size doesn’t affect the number of people your media plan can reach.

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