Media Planning & Reach/Frequency Analysis
Reach counts unique people. Average frequency is impressions divided by unique reach.
Cheat sheet
Reach counts unique people. Average frequency is impressions divided by unique reach.
What to check first
Use comparable audience and time windows and deduplicate when combining channels.
How to make the call
Review the frequency distribution and cap excess repetition before buying more impressions.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Pune campaign delivers 1.2 million impressions to 400,000 unique people.
Reveal the step-by-step solution
- Diagnose the problem.
Use comparable audience and time windows and deduplicate when combining channels.
- Work through the evidence.
Average frequency is 3. It can conceal a small group receiving many more exposures.
- Recommend and validate.
Review the frequency distribution and cap excess repetition before buying more impressions.
More Indian cases
Interview question
How would you use media planning & reach/frequency analysis to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Average frequency is 3. It can conceal a small group receiving many more exposures. Review the frequency distribution and cap excess repetition before buying more impressions.