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Media Guru 2018

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Thursday, February 08, 2018

I\’m working on an FMCG campaign where brand health are primary KPIs. We\’ve determined that continuity/weeks-on-air and maximizing 1+ wkly reach are best practice. However, when we must choose between adding weeks (fewer hiatus) or adding reach to existing weeks, do you have recommendation (possibly research?) about which normally is the better choice? Similarly, do you have recommendations (or research) on whether we should set a min weekly reach target below which we should not bother investing in that week? Our hypothesis is that while while in theory reach of any sort drives business, reach below x% may not have enough business impact to be measurable and thus may not be worth pursuing.

The Media Guru Answers (Thursday, February 08, 2018)

This is really an issue of continuity. Ephron’s theory is that for FMCG, the most recent impression at the time of a purchase decision is the effective one, in other words, being there is the key. Commonly, 30% is considered a minimum reach level for this.

Click here to see past Guru discussion of the issue