The Maximum Net Reach represents the maximum achievable user potential within a specific advertising environment (e.g., a website, a channel, or a publisher). The Share of Voice (SOV) indicates the percentage share your planned net reach represents compared to the total potential of that environment.

What Is “Maximum Net Reach”?

Maximum Net Reach describes the upper limit of people or contacts that can theoretically be reached within a specific advertising environment. It is environment-specific — meaning it refers only to the selected environment (e.g., a single website, a publisher, or a channel), not the total market volume.

How Is It Different from the Target Group Potential?

The target group potential (often derived from national data or market studies) describes the total potential of a target audience on a national or market level. In contrast, the maximum net reach is local and represents only the potential within the specific advertising environment.

What Is Share of Voice (SOV)?

Share of Voice is the percentage share of your planned net reach compared to the total possible volume of the environment — based on its maximum net reach.

Formula

Share of Voice (SOV) = (Planned Net Reach / Maximum Net Reach) × 100

Short Example

Example:

  • Maximum net reach of the environment: 50,000 people
  • Your planned net reach: 7,500 people

Your SOV would be:

SOV = (7,500 / 50,000) × 100 = 15 %

You would occupy 15% of the available volume in this environment.

Why Is This Useful?

SOV helps you assess the relative presence of your campaign compared to the total capacity of an environment. This is useful for:

  • Prioritizing budget and reach decisions
  • Understanding competition within placements
  • Making visibility and reach expectations more transparent

Important Notes

  • Maximum Net Reach is a technical, environment-based upper limit — it does not automatically equal the practically reachable target group, as targeting rules or frequency caps may reduce the effective reach.

Frequently Asked Questions (FAQ)

Is the Maximum Net Reach always constant?

No. It may change if the environment, the available inventory, or the measurement methodology changes.

What if my planned net reach is higher than the Maximum Net Reach?

This indicates that the environment does not offer enough capacity to deliver the planned volume.