Contributions (table)

Reach:

The reach achieved by each component on its own.

Exclusive reach:

Reach that is attained by a component, but none of the others. If a line-item in a plansheet has a high exclusive cume, that bolsters an argument that it should be remain in the plan. (See more about exclusive reach in the Definitions topic.)

Excl ÷ Rch:

The exclusive reach divided by reach. This is a measure of how much of the component's total delivered reach was delivered uniquely by that component.

Cume max:

The potential reach that is possible for each component on its own. (This is not shown for added "other" media.)

Rch ÷ Max:

The component's reach divided by its own cume max. This is a good measure of how much of the potential of the component has been converted to actual reach (and thus, how much room there is for reach to expand further).

Turnover:

This is a component's cume max divided by its rating. A network that has high turnover needs more spots in order to achieve cume. On the other hand, this also means that you tend to get a fresh audience with each additional spot.

Time Spent Percent:

This is the flip side of turnover, and is computed as a component's rating divided by its cume max, and expressed as a percentage. A network with a shorter time spent generates more reach for the same number of spots. Or, a higher time spent percent could indicate a network generating a more loyal audience, or more long-form programming.

CPRP:

This is Cost Per Reach Point, the component's cost divided by its own reach.