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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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reach and frequency
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
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
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 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
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
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
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
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
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
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
exercise16
Exercise
  • Determine the Effective Frequency for a New Floor Wax
    • Details provided on handout