Our print reach and frequency tool allows you to estimate the reach and frequency of a print advertising campaign using GWI USA print readership data. You can build a print media plan by selecting magazines, defining a timeframe, applying a GWI USA audience, and entering planned ad placements. Based on these inputs, the tool estimates how the campaign will deliver in terms of reach and frequency.
How do I define a media plan?
A print media plan is created by entering the monthly ad insertion schedule for each selected magazine.
Each insertion represents a planned ad placement in that magazine during the selected month. Together, the selected magazines and insertion levels make up the overall media plan.
What can I define?
To run a print reach and frequency analysis, you will need to define:
Audience - Choose your GWI USA audience to use as your campaign target.
Plan Time Frame - Define the months covered by the campaign.
Waves - Specify the GWI USA survey wave used for your reach and frequency analysis
Publications – Add the publications to include in your analysis.
How do I read the output?
The Print Reach & Frequency tool uses print readership data to estimate campaign delivery.
For each media plan, we calculate the following metrics:
Total reach - the estimated number of individuals who will see the campaign at least once.
Average frequency - the average number of campaign views per individual.
Impressions - the total number of campaign views (i.e. Reach*Frequency)
Reach % -the percentage of the audience who will have seen the campaign (i.e. Reach/Universe * 100)
GRPs - (Gross Rating Points) GRPs quantify impressions as a percentage of the target population and it is computed as the product of Reach % and Average frequency. (=impression numbers)
What can I do next?
Once your plan has been created, you can:
Save the plan
Export the results as a CSV
This allows you to compare different plans and refine your print media strategy.