Reach and frequency (R&F) - An industry-accepted method of judging the potential effectiveness of a Radio advertising schedule. R&F reflects "how many" people have heard a commercial and "how often" the average listener heard it. Both of the components (reach and frequency) are crucial for a successful Radio campaign.
Reach - The number of different people who heard a commercial campaign. Each person reached is counted only once regardless of how many times they are exposed to a given schedule.
Frequency - The average number of times a person in the target audience is exposed to a given schedule.
What is an adequate R&F? Which is more important -- reach or frequency? The answers to these questions depend upon the advertising strategies and objectives of the campaign. Reach is important when you want to blanket a marketplace with a message. Frequency is important when you want to reinforce a message, build brand awareness or create urgency and excitement.
Radio Facts
Radio reaches 96% of all consumers every week.
Your customers spend more than 20 hours listening to Radio every week.
Radio reaches 63% of 25- to 54-year-old consumers within one hour of making their largest purchase of the day.
Among persons age 12+, 37% of Radio listening takes place at home; 44% takes place in the car; and 20% is done at work or in other places besides the home.
Persons 12 and older spend 44% of their 6am-6pm media time with Radio!
Radio reaches 84% of adults 18+ and older in the car each week while they are driving.
Source: Arbitron/Radio Advertising Bureau
You may be missing an opportunity to build market share by cutting back on your advertising expenditures, research suggests. In fact, a recession or slowdown is perhaps the best time to increase spending and build market share.
Of course, in tough economic times, the temptation to slash the marketing budget is great. Studies throughout the last 60 years agree that companies that maintain their ad spending in recessions increased top-of-mind awareness and increase market share, while those that cut spending had decreased sales and profits that extended beyond the recession itself.
Source: Media Life
