---
title: "What is a total addressable market (TAM)? | AdBuyMCP"
description: "The whole set of customers who could buy a product, usually given as a number of companies or a revenue figure in a pitch deck."
url: "https://adbuymcp.com/glossary/total-addressable-market"
---

[Home](https://adbuymcp.com/) / [Glossary](https://adbuymcp.com/glossary) / Total addressable market (TAM)

Awareness and B2B buying

# What is a total addressable market (TAM)?

The whole set of customers who could buy a product, usually given as a number of companies or a revenue figure in a pitch deck. In B2B it is often counted in companies, though an advert has to reach the people who make each purchase.

Also called TAM addressable market your market

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What it means here

## Here is what the term means for a UK buyer

The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.

AdBuyMCP counts a market in people: the companies that could buy from you, times the people in each buying group. For example, 3,000 companies with 4 people in each buying group is a market of 12,000 people. A plan's monthly price follows that number from one published rate (£100 a month for every 1,000 people in your market, for each time a week), all-in and before VAT, and plans are priced on a market of at least 10,000 people, so all four channels get enough to run.

Read next

- [How an awareness plan is priced Goes deeper](https://adbuymcp.com/pricing)
- [The four channels in an awareness plan Channels](https://adbuymcp.com/channels)
- [What UK awareness advertising costs Cost](https://adbuymcp.com/cost)
- [Most B2B buyers have vendors in mind before they search Guide](https://adbuymcp.com/guides/uk-media-buying-for-b2b-marketers)

Type your company website or work email to see who we think buys from you and what reaching them 3, 5 or 12 times a week would cost.

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Related terms

## These terms sit next to this one

Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.

- ### [Buying group](https://adbuymcp.com/glossary/buying-group)
  The people at a customer company who take part in a purchase, from whoever finds the supplier to the budget holder who signs. It also takes in the people who will use the product and anyone who can block it, such as finance, IT or legal, because most B2B purchases are decided by a group.
- ### [Frequency](https://adbuymcp.com/glossary/frequency)
  The average number of times the people in an audience see an advert in a period, usually a week or a whole campaign. It is impressions divided by the people reached, so it describes the audience on average and says nothing certain about any one person.
- ### [In-market and out-of-market buyers](https://adbuymcp.com/glossary/in-market-buyers)
  In-market buyers are the businesses actively looking to buy in a category right now; out-of-market buyers will buy in that category at some point but are not looking yet. In B2B the out-of-market group is usually far larger, because companies replace most suppliers only every few years.

Same group

## These terms are also in Awareness and B2B buying

How B2B buyers choose vendors, and the words for planning how often your market sees you and how big that market is.

- [Day-one shortlist](https://adbuymcp.com/glossary/day-one-shortlist)
- [Reach](https://adbuymcp.com/glossary#reach)
- [Share of voice](https://adbuymcp.com/glossary#share-of-voice)

[All 81 terms](https://adbuymcp.com/glossary)