The average TV-viewing US household now receives almost 200 channels. With viewers spread out over so many more channels, marketers need to run more ads to deliver the same number of GRPs. However, many times, marketers are unsure of what makes up their GRPs. In other words, are the impressions allocated to greater reach or greater frequency?
In this white paper, titled “TV Advertising Reach & Frequency Imbalance: How It Hurts Sales And What You Can Do To Prevent It” we examine 28 national campaigns to illustrate why marketers need to be aware of how their impressions are allocated. We also discuss common reasons why this reach/frequency disparity occurs, and finally, demonstrate how Simulmedia’s VAMOS platform is uniquely suited to help marketers overcome this challenge and get more value from their advertising dollars.