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...