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# Ritson: ‘Reach’ is meaningless if the ad was never actually seen
- URL: https://www.medianexis.com/ritson-reach-is-meaningless-if-the-ad-was-never-actually-seen/
- Published: 2026-10-13T00:18:51.000Z
- Updated: 2026-10-13T00:18:51.000Z
- Description: The Drum’s Mark Ritson argues that new attention data undercuts media planning’s long-held “maximum reach, minimum frequency” rule, since reach counts exposure opportunities rather than ads people actually looked at.
- Author: The Signals Desk
- Tags: Measurement, Mark Ritson, Mark Ritson op-ed on reach vs attention

**Why it matters.** Attention data forces buyers to question whether reach-based planning overstates the value of inventory nobody actually watched.

*Signal from* [*thedrum.com*](https://thedrum.com/?ref=medianexis.com) *·* [*Mark Ritson*](https://www.medianexis.com/tag/by-mark-ritson/) *·* [*read the original*](https://www.thedrum.com/opinion/why-the-reach-of-one-rule-is-built-on-ads-nobody-ever-actually-sees?ref=medianexis.com)*.*