Media Necessary | Level is needed | Frequency Objectives

How Much Reach Is media Necessary?

The more people are aware, the more are likely to move to each subsequent stage.

Achieving awareness requires reach—that is, exposing potential buyers to the message.

New brands or products need a very high level of reach, since the objective is to make all potential buyers aware of the new entry.

High reach is also desired at later stages of the hierarchy. For example, at the trial stage of the adoption hierarchy, a promotional strategy might use cents-off coupons or free samples.

An objective of the marketer is to reach a larger number of people with these samples, in an attempt to make them learn of the product, try it, and develop favorable attitudes toward it. (In turn, these attitudes may lead to purchase.)

What Frequency Level Is Needed?

With respect to media planning, frequency carries a slightly different meaning.

Frequency is the number of times one is exposed to the media vehicle, not necessarily to the ad itself.

While one study has estimated the actual audience for a commercial may be as much as 30 percent lower than that for the program, not all researchers agree.

Establishing Reach and Frequency Objectives

It is possible to be exposed to more than one media vehicle with an ad, resulting in repetition (frequency).

If one ad is placed on one TV show one time, the number of people exposed is the reach.

If the ad is placed on two shows, the total number exposed once is Non duplicated reach.

Some people will see the ad twice. The reach of the two shows includes a number of people who were reached by both shows (C).

This overlap is referred to as duplicated reach.

Both non duplicated and duplicated reach figures are important. non duplicated reach indicates potential new exposures, while duplicated reach provides an estimate of frequency. Most media buys include both forms of reach.

Let us consider an example. A measure of potential reach in the broadcast industry is the TV (or radio) program rating. This number is expressed as a percentage. For an estimate of the total number of homes reached, multiply this percentage times the number of homes with TV sets. For example, if there are 102.2 million homes with TV sets in the Bangladesh and the program has a rating of 30, then the calculation is 0.30 times 102.2, or 30.66 million homes.

Gross ratings points: Gross ratings points (GRPs): GRP = Reach X Frequency

Target ratings points (TRPs) refer to the number of people in the primary target audience the media buy will reach—and the number of times.

Given that GRPs do not measure actual reach, the advertiser must ask:

How many GRPs are needed to attain a certain reach?

How do these GRPs translate into effective reach?

For example, how many GRPs must one purchase to attain an non duplicated reach of 50 percent, and what frequency of exposure will this schedule deliver?

A purchase of 100 GRPs could mean 100 percent of the market is exposed once or 50 percent of the market is exposed twice or 25 percent of the market is exposed four times, and so on.

This information must be more specific for the marketer to use it effectively.

To know how many GRPs are necessary, the manager needs to know how many members of the intended audience the schedule actually reaches.

In Figure 10-20, a purchase of 100 TRPs on one network would yield an estimated reach of 32 percent of the total households in the target market. This figure would climb to 37.2 percent if two networks were used and 44.5 percent with three. Working backward through the formula for GRPs, the estimate of frequency of exposure— 3.125, 2.688, and 2.247, respectively—demonstrates the trade-off between reach and frequency.

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