What we know about reach and frequency

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Reach and frequency planning helps brands identify the optimal advertising mix for their target audience. Media planners must carefully monitor reach and frequency levels to ensure that a campaign receives sufficient exposure without becoming an irritant.

Definition

Reach is used to express the total percentage of a target audience who are exposed to a commercial at least once throughout a campaign period. Frequency describes the average number of times that a person within this target audience has had the opportunity to see the advert.

Key insights

1. Planning for reach is a growing challenge, due to rising costs

TV remains...

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Insights Team
Bray Leino

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