Dictionary of Marketing Terms: audience duplication
audience duplication
measurement in terms of percentage of the amount of persons in a listening, reading, or viewing audience who are reached more than once by the same commercial or advertisement appearing in a different media as reported by the rating and measurement services. If an advertiser desires to reach as many different people as possible, then a low audience duplication percentage is necessary in the media plan. Many advertisers feel that their product or service will sell best if they concentrate their efforts on the sample people, in which case, a high audience duplication percentage is desirable.
