What we know about reach and frequency

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

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.


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. Cross-media reach and frequency measurement is getting closer

As the linear and digital...

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Insights Team
Bray Leino

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