How do we define ITEM REACH?

Item Reach = The number of people in the household who have interacted with a mail item over a four week period. For example addressed advertising mail reaches 1.2 people in the household on average.

When a mail item has been delivered, it is automatically assigned a reach of one on the assumption that the household co-ordinator will be exposed to that item through the act of sorting through the mail.

If a second member of the household interacts with the mail item, the reach becomes two, and then increases for each additional household member interacting with the mail item.