The average number of times an exposed individual sees your advertising message.
Frequency measures a campaign's intensity on the people reached. The classic rule says 3 to 5 exposures are needed for a message to be memorized — fewer for exceptional creative, more for a complex message or unknown brand.
Too little frequency: your budget evaporates without leaving a memory trace. Too much: you pay for GRPs that no longer add anything (creative wearout) and irritate your audience.
"We manage frequency through capping in digital and wave construction in TV. Our rule: better a perfect reach at frequency 4 than a wide reach at frequency 1.5."
Let's conduct an audit of your metrics together to identify your true growth levers.
