Media Reach For The Win

Jul 8, 2026 | Success Stories

Client: A Marshall station located in a top 20 market working with a local HVAC company

Target Audience: Homeowners aged 35-64 within the HVAC Company’s service area (specific zip codes)

Situation: The advertising agency for the company was heavily investing in radio (spanning 9 stations) and our TV station aimed to illustrate that those funds could be more effectively utilized on TV for a greater reach.

Approach: A three-step comparison of Media Reach:

  1. Evaluating the 9 radio stations cumulative reach (Graph 1)
  2. Analyzing the 9 radio stations along with the TV station’s 6am and 5pm local news broadcasts (Graph 2)
  3. Assessing the combined impact of the station’s 6am and 5pm local news with the 9 radio stations (Graph 3)

Side note on a familiar term:

Media Reach is highly relevant because it demonstrates how the strategic combination of different media platforms can significantly enhance audience reach and engagement. In the case of KBBB-FM and KCCC-FM, while their individual reach is limited, the integration of KAAA-TV Local News into the media mix creates a substantial increase in overall audience exposure. This shows that leveraging the right multiple media channels can amplify messages, making them more effective and far-reaching. However, using Marshall’s Media Reach tool ensures a smarter financial investment for your client.

Let’s look at this from a different perspective, building the media reach beginning with television:

THE RESULT:
Nearly all of the radio stations contributed minimal reach, except for two. As a result, the agency decided to eliminate the other 7 radio stations and reallocate the saved budget to purchase additional TV time, thereby expanding their reach.

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