MLS Formulas – Finding Reach and Frequency
As professionals in the media industry, we’ve all been taught there is one inherent marketing truth when it comes to Reach and Frequency. That is, Reach times Frequency equals Gross Rating Points (GRP). Simple enough, right? So, if we are given two of those three elements, we can easily find the third. However, this is…
Read MoreOutdoor Advertising Measurement: An introduction in impression based metrics
Every billboard in America has a unique ID tag identifying the daily popularity of billboards through road counts from various government transportation departments.Daily Effective Counts (DEC’s) help tailor the government measures for advertising models. For instance, road counts count the number of cars travelling in all directions; however,outdoor advertisements only create impressions on those who…
Read MoreReach and Frequency, Bridging the Gap
MLS measurement formulas strive to achieve a balance of statistics and advertising methodology. Statistics are useful for describing advertising objectively. However, some basic comprehension of the process is necessary in accurately analyzing data (and greater knowledge validates a firm’s competitive advantage). Cost effectiveness and relevancy also are major concerns. To alleviate some of the investment…
Read MoreReach and Frequency Calculations – Credit Where Credit is Due
Empirical analysis. Statistical logic. Algorithms. This is the language of Reach and Frequency formulas — a language spoken by our Director of Research and Development, Salil Kalghatgi. I want to take a moment to recognize his work, because Salil was instrumental in getting to the bottom of these formulas and helping us create a cutting-edge…
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