TURF (Total Unduplicated Reach and Frequency)

Also known as: TURF Analysis, Reach and Frequency Analysis, Portfolio Optimization

Analysis identifying the optimal combination of products, claims, or media that maximizes reach without duplication across segments.

TURF (Total Unduplicated Reach and Frequency) is an analytical technique that determines the optimal combination of elements—products, flavors, presentations, claims, media—that maximizes total reach without duplication among consumers already covered by other elements of the combination.

In product portfolios, TURF answers: how many SKUs do we need to cover the maximum percentage of potential buyers? Which new flavors add incremental reach vs. which cannibalize existing ones?

In communication, TURF helps select campaign claims that reach the greatest number of unduplicated consumers. In media planning, it identifies channels with the greatest incremental coverage.

Atlantia applies TURF in its portfolio and concept testing studies as a business decision optimization tool.