Perceived Media Reach continuously identify the media impact on certain target groups based on the perspectives of the respondent. We call this methodology perceived reach and use open-ended questions where the respondent is asked to recall all their media consumption during the last 24 hours. The discrepancy between actual and perceived reach is an excellent indicator for the brand strength of that media. For example, why does not MSN show up on our top five list over Perceived Media Reach? It is currently the most visited Internet site in Sweden (highest actual reach)! Further understanding of the brand’s position in the mind of the consumer can be made from the results of our Perceived Media Reach. Every day we track TV-channels, Internet sites, newspapers and radio stations.