Media Effective reach | Average frequency

Media Effective reach

Represents percentage of a vehicle’s audience reached at each effective frequency increment. This concept is based on the assumption that one exposure to an ad may not be enough to convey the desired message.

No one knows the exact number of exposures necessary for an ad to make an impact, although advertisers have settled on three as the minimum.

Effective reach (exposure) is shown in the shaded area in Figure 10-22 in the range of 3 to 10 exposures.

Fewer than 3 exposures are considered insufficient reach, while more than 10 is considered over exposure and thus ineffective reach.

This exposure level is no guarantee of effective communication; different messages may require more or fewer exposures.

For example, Jack Myers, president of Myers Reports, argues that the three-exposure theory was valid in the 1970s when consumers were exposed to approximately 1,000 ads per day.

Now that they are exposed to 3,000 to 5,000 per day, three exposures may not be enough. Adding in the fragmentation of television, the proliferation of magazines, and the advent of a variety of alternative media leads Myers to believe that 12 exposures may be the minimum level of frequency required.

Also, Jim Surmanek, vice president of International Communications Group, contends that the complexity of the message, message length, and recency of exposure also impact this figure.

Determining effective reach is further complicated by the fact that when calculating GRPs, advertisers use a figure that they call

Media Average frequency

Average frequency the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period.

The problem with this figure is revealed in the following scenario, consider a media buy in which:

50 percent of audience is reached 1 time.

30 percent of audience is reached 5 times.

20 percent of audience is reached 10 times.

Average frequency = 4

In this media buy, the average frequency is 4, which is slightly more than the number established as effective. Yet a full 50 percent of the audience receives only one exposure. Thus, the average-frequency number can be misleading, and using it to calculate GRPs might result in underexposing the audience.

The best advice for purchasing GRPs is offered by Ostrow, who recommends the following strategies:

Instead of using average frequency, the marketer should decide what minimum frequency goal is needed to reach the advertising objectives effectively and then maximize reach at that frequency level.

To determine effective frequency, one must consider marketing factors, message factors, and media factors.

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