Aggregated Reach Calculation Using the Sainsbury Formula

Applying the Sainsbury Formula in Mediatool allows you to calculate the aggregated reach of your media campaigns. This guide explains the necessary preparations and steps to effectively use the Sainsbury Formula to calculate this.

Preparations

To calculate the aggregated reach between your channels, ensure you have the appropriate fields available, such as estimated reach for planning and actual reach for results.

💡Separate fields for planned vs actuals

If you are tracking both planned and actual reach, create separate fields such as "Est. Reach" and "Act. Reach" to differentiate them.

These fields will appear as columns in your planning sheet. Make sure these fields are set as number fields with a percentage format. For detailed instructions on creating and adding reach media fields, please refer to our article on creating new media fields.

How to use the Sainsbury Formula in reports

Follow these steps to apply the Sainsbury Formula in your reports:

Create or Modify a Report: Navigate to the Reports section.
1. Click on Create a Report and give it a name, or click on “Edit” on an existing report.
Select Data Sets: Choose a data set depending on where the data should come from (Planning or Results).
Select a Measure: In the chart builder, select the measure to apply the formula to, such as "Est. Reach".
Apply the Sainsbury Formula: Click on the three vertical dots next to the selected measure.
1. Choose the “Aggregate as” option from the menu.
2. Select “Sainsbury”.
3. Your aggregated number will be visualized to the right.
Submit the Chart: Press the Submit chart button to generate your new chart.

After submitting, you will be redirected to the reports view. Here, you can see the chart created with the measure aggregated using the Sainsbury’s formula.

Known Limitations:

Time Dimensions: The formula does not work well with time dimensions. Ensure all data entries fall within the specified date range and grains (such as months). If an entry spans multiple grains, it cannot be accurately included in either grain’s result since it cannot be split appropriately.

Get Support

Have questions or need help? You can reach us directly via the messenger on Mediatool.com or the contact support button located in the top right corner of the Mediatool App.

Learn More

Not a Mediatool user but interested in learning more? Book a demo with the Mediatool team today and start being more productive with your marketing.