Which of the following is NOT a Reach rule in Australia?

• A. Target reach level
• B. Maximum audience reach rule
• C. Total reach cap rule
• D. Reach continuity rule

Answer: (B)

Reach planning centers on how many unique people you expose to a campaign and how that exposure is spread over time. You typically set a minimum target to ensure the campaign actually reaches a meaningful portion of the audience, you cap total reach to avoid waste and overexposure, and you aim for reach to build consistently across the flight rather than in a single burst. The idea of a “maximum audience reach rule” isn’t part of the standard Reach rules because reach can never exceed the actual population, and planning focuses on achieving enough reach with appropriate frequency and steady buildup, not on a formal ceiling beyond the available audience.