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Reach and Frequency are the pillars of any ad campaign. Which one is more important? It depends on the advertising goals and the buying cycle of the advertiser’s product. Let’s consider a few scenarios starting with the grand opening of a store. Do they need high reach, high frequency, both, or neither?
In a prior blog, Steve Allan provided his take on the recent 2022 Jacobs Media Tech Survey. While the news from the survey was not all great for Radio, there were some positive takeaways. One thing that stood out for me was the top reasons people still listen to Radio. Do you know what they are? Go ahead … take a guess.
The pandemic forced many of us to put all or most of our travel plans on hold these past two years. Travel restrictions continue to ease up, allowing Americans to re-start their travel plans for their next great vacation. What are the trends for travel this summer? How can Radio assist with travel planning?
The recently released 2022 Jacobs Media Tech Survey contained – as always – a treasure trove of insight into the attitudes of radio listeners. What makes this annual release so valuable is the trending information it provides. While radio remains a strong player in the audio entertainment landscape, there are some concerns.
What does Reach and Frequency really mean to the advertiser? And what’s the difference between Gross Rating Points (GRPs) and Gross Impressions (GIs)? What are the most important estimates to show on my schedule?
