The range determines the proportion of people reached in the total population or a target group. The measured variable can relate both to the contact of a group of people with an advertising medium in a certain period of time, as well as to the distribution of print publications or the number of users that are reached by a digital content. Different range measures are differentiated. On the one hand, there is the individual reach, which describes the number of people reached through an advertising medium.
Furthermore, there is the net range, which denotes the number of individuals reached by placing an advertisement in different carriers without overlaps. With the net range each person is counted only once, even if they had multiple contact with an advertising medium. It is different in the gross range, which also includes overlaps and thus allows conclusions about the total number of contacts with a promotional material.