Distribution gap
A distribution gap is the measured distance between the audience an asset reaches and the audience it could reach.
The gap is a number, or a range. It states how far short of its potential an asset currently lands.
Naming it turns a feeling into a decision. "We should be bigger" cannot be prioritised. A stated gap, with the constraint that causes it, can be.
How the gap is estimated
Comparable assets already travelling in the same feeds set the reference. Spektra reads what similar work reaches, then measures the asset against it. The output is a range, not a point. Feeds are variable, and a single figure would overstate the precision.
The reach calculator makes the same comparison from the other direction. It prices what the equivalent reach would cost to rent, using industry paid benchmarks. Spektra neither buys nor runs media. That figure is a reference price, not a service on offer.
What the gap does not prove
A gap is potential, not a forecast. It shows headroom. It does not guarantee reach, views, leads or revenue. Spektra does not present it as doing so.
Not the same as a distribution constraint
The gap is the symptom, and it is measured. A distribution constraint is the cause, and it is diagnosed. Two organisations can show the same gap for different reasons. The fix differs accordingly.