Calculate Reach & Frequency

Here's How to Calculate Reach & Frequency in Bionic.

Calculating Reach & Frequency is a critical tool for planners to help forecast the effectiveness of their campaigns.
 
In this article we will cover:

1. Calculating Reach & Frequency for Broadcast Placements 
2. Calculating Reach & Frequency for Non-Broadcast Placements
3. Calculating Cumulative Reach & Frequency

Calculating Reach & Frequency for Broadcast Placements 

For your Broadcast placements, Bionic has fields that can help you track all the ratings data important to these placements. 

To get these fields to calculate you will need to enter the following. 

1. Market: Enter the desired Market and select from the resulting menu of options.  Each market will display the Rating Service it represents.  Additional Rating Services can be added upon request - contact Bionic Customer Support.
2. Gender: Identify the whether you are trying to reach all persons, males, or females.
3. Age Range: Identify the age range of the audience you are trying to reach with your advertisement based on pre-defined age options.
4. Population: This is the number of people assigned to your market. This will be automatically populated, but can be changed if you need the number to meet a specific demographic (typically provided to you by the vendor if you do not have the necessary licensing for the applicable rating service).
5. Rating: Enter the rating.  This information is typically provided to you by the vendor if you do not have the necessary licensing for the applicable rating service.

Bionic will automatically provide you with the following calculations based on the data you enter: 

• Average Persons: (Population X Rating / 100) Number of people in the Population that will be exposed to a single advertisement, on average.
• Spots: Based on the # of Spots identified in Quantity, if Rate is based on Spots.  Otherwise, this field will be editable.
• Gross Rating Points (GRP): (Spots X Rating) Measures advertising impact by calculating the cumulative percentage of the population the campaign will reach as a whole.
• Cost Per Point (CPP): (Gross Media Cost X GRPs) Measures media efficiency by calculating how much it costs to buy one rating point. Campaigns with lower CPP are generally more efficient.
• Impressions: (Spots x Average Persons) The total number of interactions the audience has with an advertisement.
• Cost per Thousand Impressions (CPM): (Net Media Cost X 1,000 / Impressions) Similar to CPP, CPM measures efficiency by calculating how much it costs to have a thousand views of an advertisement. Campaigns with lower CPM are generally more efficient.
• Reach %: (Estimated using Bionic algorithm) Percentage of people who will who will see your advertisement at least once during the campaign.
• Reach #: (Population X Reach %) Total number of different people who will see your advertisement at least once during the campaign.
• Frequency: (Impressions / Reach) Number of times that a person is exposed to the advertisement. If the number is too low your advertising may not be make a lasting impact, but too high of a number could mean overexposing an audience and potentially wasted media dollars.

Calculating Reach & Frequency for non Broadcast Placements

For placements that are not broadcast related, you can still track your reach and frequency. 

These fields will be available automatically when the Channel field of the placement is not TV or Radio:

Market & Demographics - The Market requires that you select from the list of available markets - some general markets have been added.  You can contact Bionic Customer Support to add additional Markets on-demand - support@bionic-ads.com or (603) 676-7285 Option 3 or reach out via Chat.

Population - If available for the Market/Demographics, Population will automatically populate.  However, you can manually enter a Population.

Impressions - You can manually enter the number of impressions, unless the Rate is based on impressions in which case it will pull from the Quantity.

CPM - This is the Estimated Effective CPM (Total Media Cost ÷ (Estimated Impressions ÷ 1000).

Reach # - Enter the number of people being reached.

Reach % - This is the calculated percentage reached (Reach # / Population).

Frequency - This is the calculated Frequency (Impression / Reach #).

Calculating Cumulative Reach & Frequency

Based on the data entered in each placement, Bionic will keep a running Cumulative Reach# and a Cumulative Frequency number. 

Bionic allows you to define overlap in a campaign to avoid double counting people in your estimates of Cumulative Reach and Frequency.

Here's how to define overlap:

1. Click on the Cog wheel next to the Cumulative Reach #.
2. Enter Overlap Percentage.