Reach & Frequency
Balancing suitability controls with useful audience reach
Assess how suitability exclusions affect eligible inventory and audience opportunity while preserving essential brand protections.
Section
Reach & Frequency
Reach & Frequency
Checking whether a channel reaches the intended market
Check service-area fit, bookable inventory, location settings and delivery reports when assessing whether a channel covers the intended market.
Reach & Frequency
Choosing a frequency objective from the communication task
Set a frequency objective that fits the message, decision window and available controls, then review actual exposure.
Reach & Frequency
Comparing audience sources with different definitions
Compare Census, media-use and ad-planning figures by population, period, geography, denominator and method before using them in a media decision.
Reach & Frequency
Comparing channel costs on a consistent outcome
Compare channel costs using one outcome definition, a clear assignment rule and the same cost boundary.
Reach & Frequency
Comparing continuous activity with concentrated bursts
Continuous media and bursts answer different needs. Continuous activity makes the offer visible across more decision moments; a burst concentrates attention around …
Reach & Frequency
Comparing planned and delivered audience coverage
Match audience, period and reach definitions before interpreting a gap between forecast coverage and delivered media.
Reach & Frequency
Estimating audience duplication across channels
Estimate cross-channel audience overlap without double-counting reach, and show how uncertain duplication changes the combined figure.
Reach & Frequency
Reach and frequency planning
Plan audience reach and repeated ad exposure together, with clear definitions, overlap assumptions and a review of delivery.
Reach & Frequency
Reach versus impressions in a media plan
Understand how reach differs from impressions, calculate average frequency and check the definitions behind a media proposal.
Reach & Frequency
Reviewing whether extra spend would add new reach
Compare like-for-like reach forecasts at two spend levels, calculate the estimated marginal gain, and check frequency and model limits.