Reach and Frequency: Reach Curves and Effective Frequency

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# Reach and Frequency: Reach Curves and Effective Frequency - PowerPoint PPT Presentation

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

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Presentation Transcript
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

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