Instructions
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AN INTERACTIVE PROGRAM FOR ESTIMATING REACH AND FREQUENCY
Media Dynamics, Inc. has developed the TV AD Cume program to allow users to realistically estimate the monthly reach and average frequency of various types of TV ad schedules. The results are reported in two ways. The first is an unadjusted finding based on the audience surveys that substantially overstate the actual ad reach and, in particular, the frequency that a brand's commercials are likely to attain. The second—and key—finding takes the unadjusted audience results and applies our proprietary ad attentiveness factors to show what percentage of the target group is likely to actually see the brand's commercials one or more times and, on average, how often this will happen.
The TV AD Cume program allows the user to select any one of 18 age/sex demos per run. Unadjusted GRPs can be stated for various linear TV dayparts for broadcast TV networks, national syndication and cable buys. In addition, we have developed two options for CTV: widely dispersed and less dispersed buys.
Background
To create TV AD Cume, we have worked long and hard to estimate the monthly reach ceilings for each type of TV: broadcast network, national syndication, cable and streaming by daypart and demo. In addition, we have revised the reach build curves for each media option to reflect the current and near-term realities and created adjustment factors which, in concert with random duplication assumptions, create a more realistic estimate of reach duplication across various TV types. Last but most importantly, we have developed our own ad attentiveness factors for :15s and :30s averaged together, which allows the program to produce what we feel are more realistic ad reach and frequency findings for each media mix. All of our inputs are subject to refinement as additional data become available.
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