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 dont.
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...