HomeMy WebLinkAbout14. Reach & Frequency Follow-Up Response Memo SITE Marketing
Memo
To: VLMDAC BOARD MEMBERS
From: MEGGEN KIRKHAM, SITE MARKETING
CAROLINE WATSON, EMICO
Date: November 8, 2016
Re: REACH & FREQUENCY FOLLOW-UP RESPONSE
At the October VLMDAC meeting, a board member asked what the Reach & Frequency
numbers were for the National traditional media campaign if we combined geographic
markets vs reporting them individually.
If we combined the geographic footprints of Dallas Zones, Houston Zones, Chicago Zones
and Los Angeles Zones our weighted Reach and Frequency would be 51% reach with a 4.2
Average Frequency. We caution you to use these numbers as guides only, as we normally
do not combine non-contiguous areas when calculating reach and frequency. These are
truly estimates.
As a reminder, our goal for 2016 was to achieve 45% Reach and 3.5 Average Frequency.
And, our results by geographic footprint were:
– Dallas: 49% Reach and 4.0 Average Frequency
– Houston: 54% Reach and 7.9 Average Frequency
– Chicago Zoned TV: 43% Reach and 2.8 Average Frequency
– Los Angeles Zoned TV: 41% Reach and 3.0 Average Frequency
Please let me know if you have any additional questions.
Thank you!