Great blog , and love some proper media geekery! A key point in the flighting debate though is that without long and short reach goals you end up reaching the same “easy to reach” segment each reporting period. 40% over 3 periods might be 40% 1+, or it might be 70%. It’s ideal to get planners trained not to quote frequency without also describing the period it covers
Great blog , and love some proper media geekery! A key point in the flighting debate though is that without long and short reach goals you end up reaching the same “easy to reach” segment each reporting period. 40% over 3 periods might be 40% 1+, or it might be 70%. It’s ideal to get planners trained not to quote frequency without also describing the period it covers