We must investigate the expected audience composition when making media placement decisions, whether for television, radio, internet, webites, sms messages or in print advertising. To make sure we comply with 70% rule we must consider the actual or expected audience, rather than the target audience. This can be accomplished in many countries through available media research for the media in question. If there is no research available
for the precise media, program or internet site, you should look to research on comparable media programs or websites.