WHAT IS FREQUENCY
The number of times a person is exposed to an ad is its Frequency.
The minimum number of times (threshold) an ad is to be exposed to each reached person among the defined target audience is its effective frequency.
The average number of times a person is exposed to the entire media schedule is its average frequency.
Like reach, frequency is also for a specified period of time.
REACH X FREQUENCY = TOTAL AD EXPOSURE
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