Are you running campaigns across more than one channel and want to estimate your cumulative reach? While you can’t simply add the reach figures together because of audience overlap, the Sainsbury Normal Method provides a way to estimate the combined net reach of a multi-channel campaign while accounting for that overlap.
It’s important to note that the Sainsbury Normal Method has some limitations. It assumes that overlap between channels occurs randomly and doesn’t account for differences in media consumption between groups, such as age groups. The result should therefore be treated as a useful baseline rather than a precise measure of actual reach.
Try out the tool below to use the Sainsbury Method to estimate net reach across platforms. To learn more about the Sainsbury Method, and ways to improve its accuracy, check out this study on the Sainsbury Weighted Method.
How to use
Enter your total audience size and the number of people each platform reached. The tool works out reach percentages and combines them into net reach using the Sainsbury formula.
