1 / 16

Reach and Frequency: Reach Curves and Effective Frequency

Reach and Frequency: Reach Curves and Effective Frequency . Reach and Frequency. Viewers Average Number GRPs = Counted X of Times Once They View GRPs = Reach X Frequency Reach is net unduplicated audience

Jimmy
Download Presentation

Reach and Frequency: Reach Curves and Effective Frequency

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Reach and Frequency: Reach Curves and Effective Frequency

  2. Reach and Frequency Viewers Average Number GRPs = Counted X of Times Once They View GRPs = Reach X Frequency Reach is net unduplicated audience Frequency is average number of exposures

  3. R/F are Inversely Related • To raise one must lower the other • If GRPs are fixed, which they often are • GRPs = Reach x Frequency • Ex. If you afford 320 GRPs on TV Prime • You could have a 60% Reach with a 4 Freq • You could have an 80% Reach with a 4 Freq

  4. What is Reach? • Measure of Audience Accumulation • Tells how many different prospects are exposed over a specified time period • Typically measured over four weeks • Can be over any relevant period • Builds quickly at first and then slows • Usually represented as a percentage

  5. “Reach Builds on a Curve” • Reach builds in a consistent pattern • First airing, all viewers are “new” • Entire audience is unduplicated - All Reach • Second airing, some viewers are “new” others are “old” - seen the message before • Some Reach and some Frequency • Tenth airing, most viewers have already seen it, very few “new” exposures • Mainly build frequency, reach growth slows

  6. Typical Reach Curve

  7. Scheduling for Reach

  8. Exercise • Determine the Reach level for the following media buys: • Adults 18-34: 200 GRPs in early morning • Men 18-49: 300 GRPs in late night • Women 25-54: 150 GRPs during prime

  9. What is Frequency? • Provides the average number of times prospects are exposed • Calculated among those reached • Typically measured over four weeks • Though the period might be longer • Always represented as a real number

  10. An Average, not an Absolute • Actual distribution of frequency is higher and lower than the average • Averages affected by extreme scores • To guard against being deceived, you need to see the frequency distribution • Allows you to observe the patterns

  11. Skewed Distribution

  12. Effective Frequency & Reach • Addresses important question in media planning - How much is enough? • How many times must an message be repeated for it to convey the meaning? 3+ • Effective frequency: The number of times a message must be repeated to be effective • Effective reach: the percent of the population exposed to the message at or above the effective frequency level

  13. Is There a EF Threshold? • Grounded in assumption that there is a threshold after message “works” • Estimate of the number of repetitions needed to attain communication goals • Differs based on whether goal is brand awareness, message recall, attitude change, or a behavioral response

  14. Determining Effective Frequency • Use the Ostrow formula • Adjust 3+ generic EF level • Consider marketing factors • Consider message features • Consider media environment • Modify level up or down in relation to current situation & goals

  15. Comparing Two Plans

  16. Exercise • Determine the Effective Frequency for a New Floor Wax • Details provided on handout

More Related