During the impact module, we seek to establish if the target audience in question had the opportunity to see the communications. This involves obtaining estimates of reach and frequency for each of the components in the communications mix, including digital, Sponsorship, PR, etc. which are used alongside the media plan and spend data to inform the subsequent analysis. At this stage we also consider whether uncontrolled communications, e.g. negative publicity affecting brand or category, is of relevance. If so, we conduct a media content analysis to establish what messages might have affected the performance of the communications campaign.