A time-based press reach and frequency model

Describes a new model for press reach and frequency. Unlike conventional readership models, this takes account of how insertions can be spaced over time, by using a new measure from research: the proportion of readers who are new to each issue, balanced by those who drop out (which is hidden in the average issue readership measure).

A Time-Based Press Reach and Frequency Model

Peter Channell IMS andPaul Sumner Consultant

Most media planners know that press reach and frequency models in use in the UK today take no account of how insertions are spaced across time. Three insertions in a monthly, placed consecutively in the January, February and March editions, achieve the same cover as those placed in January, March and May. Except, of course, they don’t.

IMS (UK) is now the proud owner of a schedule evaluation model which does take into account the ‘time factor’. Developed by Paul Sumner, it allows...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands