The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth

Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.

The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth

Edith G. Smit and Peter C. Neijens

University of Amsterdam

INTRODUCTION

Reach and frequency are key concepts advertisers face when selecting television, radio, newspapers, magazines, out-of-home media, direct mail, Internet, games, mobile phone, events, and other media for advertising campaigns. Around the world, the adv

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