A metric commonly employed in advertising, it represents the total exposure that an advertising campaign achieves. This figure is calculated by multiplying the reach of the advertising campaign (expressed as a percentage of the target audience) by the frequency with which that audience is exposed to the advertisement. For instance, if an advertisement reaches 40% of the target audience and each reached individual sees the advertisement an average of three times, the measurement is 120. This calculation provides a single number that quantifies the overall impact of an advertising schedule.
The aggregate measurement is a crucial tool for media planners and advertisers. It enables comparison of the overall effectiveness of different advertising strategies and media channels. By examining this metric, advertising professionals can make informed decisions about budget allocation and campaign optimization. Historically, its calculation has been a standard practice in the television advertising industry, but it has since expanded to include other media platforms such as radio, print, and digital advertising. Its consistent use allows for standardized assessment and benchmarking of advertising campaigns across various media outlets and time periods.