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 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

Typical Reach Curve

Scheduling for Reach

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

Skewed Distribution

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

Comparing Two Plans

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