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TURF or Total Unduplicated Reach and Frequency Analysis is a statistical model that can be used to answer questions like:

Where should we place adds to reach the widest possible audience?

What kind of market share will we gain if we add a new line to our model?


It was originally devised for analysis of media campaigns, and has been expanded to apply to product, line and distribution analysis. With AMS TURF any Multiple Choice/Multiple Answer question can be analyzed whether TURF model is used. The TURF Simulator calculates optimal configurations for maximizing reach. Reach or coverage is defined as the proportion of the target group that chooses a particular option.