Frequency Frequency measures the depth of your advertising schedule. It tells you the number of times your target prospects are exposed to your message. Average frequency can be calculated by dividing your schedule's gross rating points by its reach . The average may include some persons who have received many of your advertising messages and others who have received only one or two. Target prospects who receive no advertising exposures are not included in the average.
Effective frequency refers to a media plan objective.
It's the level of advertising exposures, during a specific time frame, that is judged necessary for generating the desired target response. There are various theories regarding effective frequency but no one standard. Each advertising situation is unique. Both the recommended frequency level, and the time frame used, have to reflect the brand's individual circumstances. They're the sum of the individual ratings for all media vehicles in your schedule.