Sunday, April 16, 2023

About TV in Reach Planner - Google Ads Help [gg-google-ads-en]

About TV in Reach Planner

TV in Reach Planner can help you discover the right mix of TV, YouTube, and Google video partners and identify opportunities to maximize the reach and improve the frequency of your video campaigns.

You can add historical TV campaign reach, frequency, Target Rating Points (TRPs), and budget data to a media plan alongside YouTube campaign forecasts. You can then compare the estimated unique reach of a media plan with both YouTube and TV. TV in Reach Planner uses historical TV measurement data from a media measurement provider in the country where your media plan originates.

Note: TV in Reach Planner forecasts reach, frequency, views, conversion, estimates for your media plan, but doesn't guarantee any specific performance or outcomes. Actual campaign performance may vary, depending on other factors (such as ad quality, ad relevance, and campaign settings).


  • Powered by actual TV data: TV in Reach Planner uses measurement data from historical TV campaigns and from media measurement providers. With this data, Reach Planner is designed to provide you with accurate forecasts. Learn more About forecasts in Reach Planner
  • Fast and simple: TV in Reach Planner is integrated with existing Reach Planner functionality, giving you a fast and simple reach and frequency tool.
  • Comprehensive settings: TV in Reach Planner allows for planning across all YouTube brand formats.
  • Actionable results: TV in Reach Planner shows clear insights on how to improve reach, frequency distribution, and effectiveness through a media plan that features both YouTube and TV. Reviewing your insights can allow you to identify opportunities to reach people who don't watch as much TV or to reduce the frequency of your video ads to people who watch TV on a regular basis.


TV in Reach Planner allows you to forecast for unique reach, frequency, and other media metrics in an advertising campaign that contains both YouTube and TV. TV in Reach Planner uses YouTube forecasts and historical TV data, and then calculates the predicted impact of a campaign featuring YouTube and TV with algorithms developed and published by Google (English only).

Note: In cases where the available dimensions for YouTube and TV data aren't identical (for example, different age ranges or locations) or when we're unable to measure a metric, we may adjust one dimension or both dimensions to ensure consistency in the data.

Supported countries

Available to all users in France, Germany, India, Japan, Vietnam, and to select clients and agencies in Argentina, Brazil, Chile, Colombia, Indonesia, Korea, Mexico, the Philippines, Poland, Spain, Sweden, Taiwan, Thailand, and the United States. Reach out to your Google team for more information.

Note: Google has temporarily paused Google Ads from serving users in Russia. Forecasts targeting Russia can't be generated or refreshed now.

Supported ad formats and devices

Bid strategy Ad formats
Per view (CPV)
  • Skippable in-stream ads
  • In-feed video ads
Per 1000 impressions (CPM)
  • Bumper ads
  • Skippable in-stream ads
  • Bumper ads + skippable in-stream ads mix
  • Non-skippable in-stream ads
  • Masthead ads
Video ad sequencing (VAS)
  • Bumper ads
  • Skippable in-stream ads
  • Non-skippable in-stream ads
Per action (CPA)
  • Video action campaigns
YouTube Select
  • Bumper ads
  • Non-skippable in-stream ads

Note: If "Consideration" is your goal, your media plan will only include skippable in-stream ads (CPV, Auction pricing only).

TV in Reach Planner measures mobile, desktop, tablet, and connected TV usage for all countries where YouTube is available.

As of May 2022, TV in Reach Planner provides a more accurate picture of all impressions and reach on YouTube by accounting for all viewers in front of TV screens (also known as co-viewing).

You can use Reach Planner to forecast your impressions, reach, and conversion-based metrics in your new Video action campaigns (VAC). Performance Planner is suitable for existing VAC campaigns' performance based on their historical data. Use Reach Planner for new VAC campaigns; it can operate without signals about your specific creatives, landing page or conversion type, and how well they resonate with your targeted audiences and content. Reach Planner also offers the ability to forecast metrics that aren't conversion-based, such as Reach and Frequency.

Important: TV in Reach Planner will not forecast conversion metrics coming from linear TV campaigns. Conversion forecasting is based on conversion measurement in Google Ads.


Reach Planner allows you to choose a pricing option when creating your media plan. Depending on your goal and your creatives, you can choose from one of the following pricing options:

  • Auction: You bid on ads with a target CPM, CPA, or CPV.
  • Instant Reserve: You buy a targeted number of impressions for a fixed CPM. Instant Reserve is only available for YouTube campaigns that use bumper ads, skippable in-stream ads, or non-skippable in-stream ads on a CPM basis.
  • Rate-card: You get pre-set prices for special ad formats (such as Masthead) or YouTube Select placements.

Frequently asked questions

What's a Gross Rating Point (GRP) and Target Rating Point (TRP)?

  • Gross Rating Point (GRP): The overall reach multiplied by the frequency (expressed as a percentage). GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is 1% of the potential audience.
  • Target Rating Point (TRP): Also known as in-demo GRPs, TRPs represent the percentage of the total in-demo audience multiplied by the frequency. For example, if your media plan reaches 10% of their in-demo audience with a frequency of 1, you have 10 TRPs. This is calculated differently than GRPs because you're basing it on the pool of in-demo audience, not the total census universe.

What's the difference between a "Specific campaign" and a "Sample campaign" in the "TV campaign" settings?

  • Data shown in the "Specific campaign" section is based on actual campaign-level historical data from a media measurement provider in the country where your media plan originates. These numbers (GRPs / TRPs) should be the same (or very similar) as the information that an advertiser has in their own reporting tools (assuming the discount for the TV campaign is accurately reflected in Reach Planner).
  • Data shown in the "Sample campaigns" section is built from an average of historical TV campaigns with similar reach metrics and costs to the settings in your media plan. This provides a comparison between the historical TV campaigns and your media plan.

Why is there a discrepancy between the actual targeting settings of a media plan and the target audience?

  • Reach planner has plan level settings that displays the reach of a media plan against that population. While in TV in Reach Planner, it shows the reach of TV audiences that aren't always targetable in Reach Planner. This may cause the actual targeting settings to not reflect the target audience since they're a superset.

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