Reach and Frequency

This article contains the following:

• Overview
• What are reach and frequency?
• How they’re measured
• How to view reach and frequency
  • Overview Dashboard 
    • Linear
    • Streaming
    • Combined
    • Reach and frequency by publisher or network
  • Audience Dashboard
    • Frequency Histogram 
    • Geographic Audience Distribution 

• Explainer video

Overview

Many performance marketers turn to TV advertising to find new audiences and drive brand awareness at scale. Reach and frequency metrics are helpful in measuring high-scale brand campaigns and are useful when comparing performance across other digital marketing channels.

What are reach and frequency?

Reach is the number of households (on linear) or devices (on streaming) who were delivered an ad impression, and frequency is the number of times the ad impression was delivered. For example, if two households were delivered an ad, reach would equal 2. If one household was delivered the ad two times and another household 3 times the frequency would equal 2.5.

How they’re measured

Reach and frequency are measured using IP-level data from 20M+ devices on linear TV and 100% consensus on streaming, giving you more precise results than traditional methods such as Nielsen surveys which account for only 40k households across the U.S.   

How to view reach and frequency

Weekly and monthly reach and mean frequency metrics are available for linear and streaming TV campaigns in the Tatari platform on your Overview and Audience Dashboards. 

Overview Dashboard

Linear 

• The full bars above show the total linear reach. 
• The medium blue bars show the number of households who were shown your ad(s) on linear TV only. 
• The dark blue bars show the number of households who were shown your ad(s) on both linear AND streaming. (There are households who were shown the ads on just streaming and not on linear; you can find these metrics on the streaming Reach and Frequency chart.)  
• All reach overlap data has been backfilled 6 months from the end of December 2021. Any data prior to the backfill (e.g. total reach for Februrary 2021) will appear as a light blue bar.
  
  

Streaming

• The full bars above show the total streaming reach. 
• The dark blue bars show the number of devices that were shown your ad(s) on streaming TV only.
• The medium blue bars show the number of devices that were shown your ad(s) on both streaming AND linear. (There are devices that were shown the ads on just linear and not on streaming TV; you can find these metrics on the linear Reach and Frequency chart.)   
• All reach overlap data has been backfilled 6 months from the end of December 2021. Any data prior to the backfill (e.g. total reach for Februrary 2021) will appear as a light blue bar.
  
  

Combined

• The full bars above show all reach across both linear and streaming TV.
• The medium blue bars show the number of devices that were shown your ad(s) on streaming TV only.
• The light blue bars show the number of households who were shown your ad(s) on linear TV only. 
• The dark blue bands show the number of households and devices who were shown your ad(s) on both linear and streaming.
• If you are trying to reach new audiences, you'll want to see a small dark blue (reach overlap) band on this chart. If the dark blue band is large, you might consider testing on new networks or streaming platforms to find new audiences. 
• All reach overlap data has been backfilled 6 months from the end of December 2021. Any data prior to the backfill (e.g. total reach for Februrary 2021) will show as null.

Reach and frequency by publisher or network

Here you can select to see reach and frequency metrics by a specific network or publisher.

If you don't see a network or publisher listed, it could be because:

• Some networks or publishers may have insufficient or sparse data.   
• You need to adjust the date range in your dashboard, as we only show the networks or publishers during the timeframe in which your ads aired. 

Audience Dashboard

Frequency Histogram

Use this chart to make optimization decisions such as increasing or decreasing the number of times an ad is shown to reach your optimal frequency range..

Geographic Audience Distribution 

View and understand ad performance and reach based on DMA regions.

How to use Reach and Frequency Explainer Video

Watch our short video to learn more: