Our print reach and frequency tool allows you to estimate the reach and frequency of a print advertising campaign using GWI USA readership data. You can build a print media plan by choosing a format, 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 waves used for your reach and frequency analysis
Format - Choose which formats to include: Print, Digital Replica, Website / App, or Social Media / Aggregator Service. Defaults to Print and Digital Replica.
Publications – Add the publications to include in your analysis. The available publications depend on your format selection – for example, titles with no print edition will only appear when Digital Replica is selected.
Insertions - Enter the number of ad placements per magazine, per month. A magazine with no insertions won't show any reach or frequency.
How do I read the output?
The Print Reach & Frequency tool uses your selected formats to calculate reach and frequency numbers.
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
Share the plan with people in your organization who have access to GWI
Export the results as a CSV
This makes it easier to compare different plans, collaborate with your team, and refine your print media strategy.