What does frequency refer to in advertising metrics?

What does frequency refer to in advertising metrics?

• A. how many people use the medium
• B. how often people do something
• C. the duration of advertisement
• D. the quality of a message

Answer: (B)

Frequency measures how often the same audience is exposed to an advertisement over a given period. This idea of repetition is what makes frequency a key metric: it tracks how many times people who see the ad actually encounter it, which helps with memory and response without assuming everyone sees it the same number of times. For example, if 100 people see the ad and there are 300 total exposures, the average frequency is 3 exposures per person. This is different from reach, which counts how many people are reached at least once, and different from the ad’s duration, which is about how long the spot runs, or the quality of the message, which relates to creative impact. So the best answer is the one that captures repetition—how often people see the ad.

Frequency measures how often the same audience is exposed to an advertisement over a given period. This idea of repetition is what makes frequency a key metric: it tracks how many times people who see the ad actually encounter it, which helps with memory and response without assuming everyone sees it the same number of times. For example, if 100 people see the ad and there are 300 total exposures, the average frequency is 3 exposures per person. This is different from reach, which counts how many people are reached at least once, and different from the ad’s duration, which is about how long the spot runs, or the quality of the message, which relates to creative impact. So the best answer is the one that captures repetition—how often people see the ad.