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