[Media] Ephron on Reach and Frequency… and why this legacy thinking could be flawed

Today that thinking is flawed. Audience exposure to an ad is no longer a given; it???s a probability of less than one. With multi-tasking and commercial avoidance, a large part of a program???s reported audience will not see the advertiser???s message. That means it will often take more than a single exposure to reach a consumer with an ad. And that calls for frequency.

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