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ABSTRACT
A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models.
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