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Reach & Frequency Balance: How to Get It Right in the World of Advanced Television

  • David F. Poltrack – Chief Research Officer, CBS Corporation; President, CBS VISION Radha Subramanyam, Ph.D. – Chief Research & Analytics Officer, CBS Television
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Summary

Ad buyers have always had to trade-off between reach and frequency. A five-year research program to capture the full value of TV for advertisers has revealed the following guidelines:

Test your message.
Maximize your weekly reach.
Get the most out of recency.
Precisely target consumers.
Consider context.