Reach represents the total number of unique individuals or households exposed to an advertisement or campaign at least once during a specified period. Frequency, on the other hand, measures the average number of times each reached individual or household was exposed to the advertisement or campaign within that same period. For example, if a campaign reaches 1,000,000 people and generates 3,000,000 impressions, the reach is 1,000,000, and the frequency is 3.
Understanding these metrics is critical for media planning and campaign evaluation. Accurate measurement enables advertisers to optimize spending, refine messaging, and improve the overall effectiveness of marketing efforts. Historically, these calculations were reliant on manual surveys and estimations. Modern analytics tools provide more precise and automated methods for determining these values across various media channels.
