## What are Reach & Frequency?

When an advertiser wants to know how many different people will see an advertisement and how often, the metrics used are reach and frequency.

**Reach** measures how many different people see an advertisement. It counts each person only once, no matter how many times they see a unit during the reported period. Therefore, total reach can never be more than 100%

**Frequency** measures the average number of times the target audience will see that advertisement in a specific time period.

## Relating Reach & Frequency to GRPs/TRPs

Though the formula is relatively simple, it is important to understand that reach and frequency occur at different rates in an inverse relationship, and are a product of GRPs. Within a given number of GRPs, as one goes up, the other goes down.

## Should I Optimize Reach or Frequency?

In a perfect world, both reach and frequency would be maximized. However, most advertisers don't have the budget to emphasize both; therefore, a decision must be made in favor of one or the other.

## THINGS TO REMEMBER:

- Reach measures how many different people see an advertisement. It does not include duplication and therefore cannot be added like Impressions and GRPs.
- Frequency measures the average number of times an advertisement is seen.

**If you have any questions or comments, please reach out to geekout@geopath.org!**

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