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 Monday, May 28, 2007 #7339

What is the "sainsbury" formula and is there a difference between unique circulation and paid circulation? Thank you!
 The Media Guru Answers(Monday, May 28, 2007 ):

The sainsbury formula is a method for combining the reaches of schedules in different media. It varies from the simple random probability method which is based on the generally accepted assumption that there is no particular correlation between exposure to one medium and another. sainsbury varies by adding a small adjustment to account for an assumed slightly morethanjustrandom probability that those exposed to an advertiser's schedule in one medium will also be exposed to its schedule in the next medium. Typically, the adjustment is about a 5% deduction from the result of the random combination.
As you will see at the link shown, we may vary in our arithmetic expression of the probability equation (for the same result), so we can express the sainsbury formula as (0.95 x random probability).
Unique circulation and paid circulation are unrelated terms.  Paid circulation refers to the number of copies which are actually bought for money at the newsstand or by paid subscription, rather than distributed free or at such a discounted rate that the circulation auditor no longer qualifies the copies as "paid."
 "Unique" is more commonly an intrnet audience term. Perhaps you are thinking of "unduplicated" audience which only counts readers once, if they read two or more issues.
 Saturday, February 15, 2003 #5841

Can you please tell me how to do the sainsbury formula in order to calculate campaign reach & frequency?
 The Media Guru Answers(Monday, February 17, 2003 ):

Click here to see past Guru responses about sainsbury.
To do the kind of calculation you probably want, you need a computer with software such as that offered by Telmar. The calculation is extremely complex. For example, in print, as input, you need average issue audience, duplication between issues of the same publication and duplication between each possible pair of different publications. These must be combined using a complex formula such as the Betabinomial function.
There are variants of this formula, which might be preferred, depending on media type and other variables
 Tuesday, February 06, 2001 #4161

Dear Guru:
Where could I find a complete explanation about the sainsbury Method?
Thanks in advance
 The Media Guru Answers(Tuesday, February 06, 2001 ):

sainsbury was a media researcher in England. The "sainsbury method" you refer to
was probably his adjustment to TV reach to acount for understatement of duplication
between TV dayparts in the basic statistical procedure used 30 years ago.
More detail should be available from The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 2127515656, extension 230.
 Wednesday, April 12, 2000 #3396

What is the Saisbury method?
 The Media Guru Answers(Sunday, April 16, 2000 ):

sainsbury was a media researcher in England. The "sainsbury method" you refer to was probably his adjustment to TV reach to acount for understatement of duplication between TV dayparts in the basic statistical procedure used 30 years ago.
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