Effective Frequency

Definition:

The number of times the target audience needs to be exposed to a commercial in order for them to understand and remember the message. This information is used to evaluate in the planning process what the appropriate number of times an audience might need to see/hear/read the advertisement in order to generate the appropriate response.

Eg. First exposure might inspire a response of ‘What is it’, the second exposure might be "What is it about?" and the third exposure might generate a response of "I know that, so I will……"

Category: Broadcast