Frequency

Frequency is the number of times your schedule was exposed to an average person or household during a time period. For example, if your commercials, due to repetition, reached a total of 30 million households in a region that has 10 million households, the number would be 3.

How You Do It

Media planners use it as one of their planning tools. They try to balance it with Reach as they work within the allotted budget.

After the fact, it is a measurement for reporting and analysis. It is a permanent record of audience exposure.

Strengths

This is a fundamental navigational metric. Combined with Reach, it is the basic measurement of how you approached your target audience.

Weaknesses

By itself, it provides no analysis – for example, it provides no evaluation of a publication’s credibility with the audience. It is important not to make this metric do more than it is meant to do.

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