What to do next
Show the working, step by step
Where I used this
At Asiatic (JWT) I worked on Lux Channel i Superstar 2014, a national branded-entertainment platform with about 10,000 applicants.
Read the case: Lux Channel i Superstar 2014: a flagship branded-entertainment platform →Everything is calculated in your browser. Nothing you type is sent or stored.
Reach first, then frequency
Reach is how many different people see your message; frequency is how often each of them sees it. For most brands, growth comes from reaching more category buyers, so reach is usually the first thing to protect. Frequency matters for new or complex messages that need repetition to land.
This planner assumes impressions fall at random across the audience. Real platforms concentrate impressions on some users, so actual reach is often lower; use their reach and frequency reports to calibrate.
Get new free tools by email. One short note when a new tool or essay goes live. No spam, unsubscribe any time.
Planning a media burst?
Bring your plan to a free 30-minute call, and I will check whether your reach and frequency are enough to move people.
Questions
What are GRPs?
Gross rating points: total impressions as a percentage of the target audience. 300 GRPs could mean 100% of people seeing an ad three times, or 60% seeing it five times.
What is a good frequency?
There is no single number. Around 3 exposures is a commonly used planning rule, but strong creative and familiar brands often need fewer.
How is reach estimated?
With a random-overlap model: reach equals 1 minus e to the power of minus GRPs divided by 100. It is a planning estimate, not a measurement.