audibility thresholds for italian radio

How 'loud' does your message need to be?

Roberto Roseano
Media Italia

'What is the minimum I can spend for my campaign to be visible in a medium?' This is one of the most common questions clients ask their agencies.

As spending is a variable that depends on the pressure (continuity/frequency) delivered, the translation of that question in media terms is, 'What is the pressure (continuity/frequency) threshold that guarantees visibility to a campaign?'

The advertising clutter on many media reduces the effectiveness of messages in terms of the attention they get and therefore the probability of being remembered. Needless to say, the primary solution to the problem of visibility relies on the creative people they have to create attentiongrabbing campaigns and, hopefully, deliver the message.