reach and frequency

Components used to figure out the gross rating points obtained by a broadcast media schedule. Reach tells how many households will be exposed to the schedule, and frequency tells how often each household will be exposed. The two numbers multiplied together will indicate, by percentage, the total potential audience exposure in a given market. Some measure of reach and frequency must be determined in planning a broadcast media advertising campaign, and the media planner must decide upon the balance between the two. For some campaigns, reach will be more important, particularly in a new product introduction, where the primary goal is to gain awareness of the product. However, a campaign whose advertising contains many product details will most likely require a great many exposures, making the frequency factor more important in the media plan.

View more Business & Finance videos