45
Effective
reach denotes the percent of
the target audience
which
is exposed to a
message the
“effective” number of times.
For example,
if a
minimum of 3 exposures
is judged
effective,
then
maximizing
3+ reach might be a
goal.
Competitive reach and frequency example
At effective frequency 5 +, reaching around 80 %
figure 2.12 TV Reach
Buildings reach
the reach delivery of a TV plan a given GRPs level can vary substantially,
depending on
–
Stations used
–
Dayparts
used
–
Programmes selected
–
Time of year
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