reach and frequency
Two linked measures: how many different people see a message and how many times each person sees it on average.
Definition
Reach is the number of unique people exposed to an ad; frequency is the average number of exposures per person. Media planners balance them. Too little frequency may not be remembered, too much can annoy and waste money. The right balance depends on the product, creative and competition. Planning tools estimate both, but figures are modeled and differ between sources, so treat them as estimates. Platforms deduplicate people differently, so ask how reach is calculated before comparing figures across channels.
In a sentence
The plan aimed for broad reach early and higher frequency near launch.
Capping frequency avoided showing the same ad too often.
