TURF (Total Unduplicated Reach and Frequency)

Main aspects

  • TURF finds the best combinations of elements that will reach most people.
  • Elements are typically messages but can be anything for which a level of acceptance is expressed.
  • Reach is defined as the number of people who accept (would buy, would use, would prescribe, etc.) at least one of the elements in a combination.
  • The best combination of say six elements is not the same thing as the Top 6. While the latter will give the best gross (i.e. duplicated) reach, they will almost certainly not give the best net (i.e. unduplicated) reach because there is likely to be a high degree of overlap between the six. TURF would find the best six for maximising net reach.
  • Elements are often categorised and if so, TURF can be used to find which combination of one element per category will achieve the highest net reach.
  • TURF works by evaluating literally millions of permutations of elements to find the best combinations.