CUK virtual Bike Week 2020

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Philip Benstead
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CUK virtual Bike Week 2020

Postby Philip Benstead » 1 Jan 2021, 3:45pm

I understand from Cycleclips tha CUK virtual Bike Week 2020 reached 83,000,000 people.


No, I have not put too many zeros.
Last edited by Philip Benstead on 1 Jan 2021, 6:20pm, edited 1 time in total.
Philip Benstead | Life Member Former CTC Councillor/Trustee
Organizing events and representing cyclist in southeast since 1988
Bikeability Instructor/Mechanic

Jdsk
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Re: CCUK virtual Bike Week 2020

Postby Jdsk » 1 Jan 2021, 4:00pm

What does "reached" mean, please?

Thanks

Jonathan

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Philip Benstead
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Re: CCUK virtual Bike Week 2020

Postby Philip Benstead » 1 Jan 2021, 4:05pm

Jdsk wrote:What does "reached" mean, please?

Thanks

Jonathan

Good question , I do not know.
Philip Benstead | Life Member Former CTC Councillor/Trustee
Organizing events and representing cyclist in southeast since 1988
Bikeability Instructor/Mechanic

AndyK
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Re: CUK virtual Bike Week 2020

Postby AndyK » 3 Jan 2021, 7:32pm

Reach: for a given communication channel, it means broadly that your message was put in front of that many different people.

So for example if you put a post on Facebook and it's seen by 100 different people in their feeds, you've reached 100 people. If each of those people saw the message twice, that would be 200 "impressions", but still only a "reach" of 100 people.

Now, it seems to be a common practice in social media marketing to add up your reach from different channels and quote it as a total. So if you reached 100 people on Facebook and 200 people with your tweets on Twitter, you call that a reach of 300 people.

The obvious catch is that there's probably an overlap between those groups. Say there are 50 people who follow CUK avidly on both Twitter and Facebook. They'll see your message in both places, so you've double-counted them. In reality you only reached 250 different people, not 300.

The more media channels you add in (Instagram, TV, radio, press, etc etc) the more overlap there's likely to be, but unfortunately it's difficult and expensive to measure that overlap, none of the individual social media platforms make it easy for you to do so, and for "traditional" media like TV it's all based on surveys and estimates anyway. So as I understand it, a common industry practice is to add 'em all together to make a Big Impressive Number.

I don't like it myself, and I especially don't like the method being used to create headline totals for public consumption, as the public don't know the assumptions behind it, but what do I know? It's not unique to Cycling UK to do this.

Jdsk
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Re: CUK virtual Bike Week 2020

Postby Jdsk » 3 Jan 2021, 7:46pm

AndyK wrote:It's not unique to Cycling UK to do this.

It's not clear to me that they did...

Jonathan

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Philip Benstead
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Re: CUK virtual Bike Week 2020

Postby Philip Benstead » 3 Jan 2021, 7:48pm

Andy

I take your points, I also suspect there is element of target advert as in my case I keep getting adverts for socket spanners in my ectronic edition of the times.
IMHO
Even so 83m is a ridiculous figure.

I would not even belive 8.3m

I think a figure may be more releastic would be 1m if you are lucky. Also you need people to take in the message. I may go pass a pet shop I may see it but it offer no interest to me..
Philip Benstead | Life Member Former CTC Councillor/Trustee
Organizing events and representing cyclist in southeast since 1988
Bikeability Instructor/Mechanic

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Paulatic
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Re: CUK virtual Bike Week 2020

Postby Paulatic » 3 Jan 2021, 7:57pm

Given that description I’d guess they reached me.
Doesn’t mean I read it, agreed with it, or made any action because of it.
I certainly can’t recall anything about it now but sadly the information I’ve just read will add to what I’ve thought for years CUK claims are often meaningless.
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Re: CUK virtual Bike Week 2020

Postby prestavalve » 4 Jan 2021, 5:35pm

Paulatic wrote:Given that description I’d guess they reached me...


83,000,001 right here.