I have a set of urgent questions to ask of you. I have a meeting tomorrow, and need your help!
1. How is effective reach calculated?
2. Reach v/s Frequency -- when should one be given priority / importance over the other?
3. Is there any way of taking creative into account while analysing competition? If yes, can a system of weights be worked out?
4. How do you reconcile to the vast difference between reach/frequency deliveries from a Peoplemeter system as opposed to the Diary system? My client refuses to accept a 4+ reach of 30% being accustomed to levels of 70% for the same plan!
Would greatly appreciate your immediate reply.
1) In any schedule of several commercials, some of the
target group will see only one, some will see two, some will
see three, some will see four, some five, etc, etc.
actual measurement is based on tracking the cume of
several different advertisers schedules in a single
measurement period such as one month of the PeopleMeter.
A mathematical model that will match the measured
GRP/Frequency is calculated so that plan deliveries can be
predicted. Going more deeply into the actual measurement, it
can be determined how many people of each demographic group
were exposed to each commercial in the schedule and a model
calculated which will predict that performance for a plan.
For example, below is the typical output of a computer
models' frequency distribution, showing what percent of the
target saw exactly n commercials and what percent saw
n+. (this example is from Telmar's ADplus):
Frequency (f) Distributions
% who saw
#seen exactly at least
----- ------- -------
Target: f rch rch
P18-49 --- ----- -----
0 69.1 100.0
1 11.5 30.9
2 6.0 19.3
3 3.7 13.4
4 2.6 9.6
5 1.8 7.1
6 1.3 5.2
7 1.0 3.9
8 0.7 2.9
9 0.6 2.2
10+ 1.6 1.6
20+ 0.0 0.0
2) Reach vs Frequency: The determination of emphasis here
can be a complicated analysis making up the greater part of
a plan's documentation, under the heading of
"communications strategy." A commercial so powerful that
it's sell is overwhelming in one exposure might take the
"Let's buy one spot in the Superbowl" route as did the
Macintosh computer with the classic "1984" execution.
In more competitive situations, competitors' levels are
taken into account, clutter in the media of choice, copy
quality, etc. Obviously a balance must eventually be struck
between reach and frequency based on judging all these
3) There are several ways to take creative into account
while setting up reach vs frequency goals;
complexity or simplicity of the message
The number of
commercial in the pool
how close your commercial is to
the established "wear-out" level
The balance of :30 to
etc, etc. can all be assigned factors and totalled or
averaged to give a reach vs frequency emphasis factor
similar exercise can also set effective frequency
4) There should not be "vast"
differences between effective reaches based on people meter
and diary systems if schedule GRP and other aspects are the
same. 5 or 10% would be the range the Guru would
A plan with a 70 reach at the 4+ level would be
delivering in the range of 98% total reach. It sounds
as if your client may be confusing a plan with 70 reach and
an average frequency of 4 with 70 at an
effective frequency of 4. Or perhaps
confusing 4-week reach with a long term cume?