How Media Directors View Reach/Frequency Estimation: Now and a Decade Ago
John D. Leckengy, Heejin Kim · Journal of Advertising Research · 1994
How do media directors of the Top 200 largest advertising agencies in the United States view the current state of reach/frequency estimation methods available to them? This question was addressed by a survey of a sample of these directors. The findings are compared with a similar study conducted 10 years previously as well as to similar studies recently conducted in Japan and Taiwan. Results show that, although media directors see some improvement in methods and these methods used have changed somewhat as compared to 10 years earlier, there is increasing concern regarding the accuracy and usefulness of the models currently in use.