Divide impressions by reach to get average frequency and check it against effective-frequency guidance.
Below the effective frequency threshold a campaign is largely wasted because the message never registers; far above it, extra exposures produce fatigue rather than recall. The wasted-impressions line quantifies the overshoot. Frequency capping is one of the highest-return settings in any media plan, and it can only be set sensibly once current frequency is measured.
Ad Frequency
Frequency = impressions ÷ reach
Frequency = impressions ÷ reach Below the effective frequency threshold a campaign is largely wasted because the message never registers; far above it, extra exposures produce fatigue rather than recall. The wasted-impressions line quantifies the overshoot.
Frequency capping is one of the highest-return settings in any media plan, and it can only be set sensibly once current frequency is measured.
This calculator takes 3 inputs: Impressions delivered, Unique people reached, Target effective frequency. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.