audibility thresholds for italian radio
How 'loud' does your message need to be?
'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...