It's about time: Measuring the impact of advertising
Overview
"Time is what we want most, but what we use worst."
William Penn
- For many years, reach and frequency have been at the heart of media audience measurement. Each medium presents itself to advertisers in number form: how many people will potentially be exposed to advertising in that medium. Campaigns are designed around how many from a given target audience are reached and how often.
- But reach is not the same as impact.If it was, somebody reading an entire magazine they subscribe to every month would be...