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Reach And Frequency Calculator

Work out reach and frequency instantly with clear inputs, formula shown and shareable results.

About Reach And Frequency Calculator

Impressions divided by unique reach gives average frequency — how many times each person saw the message. Too low and the message does not register; too high and budget is wasted on people already convinced.

Formula

Reach and frequency

Frequency = impressions / reach; impressions needed = reach × target frequency

Worked example

With the default values below, Reach And Frequency Calculator returns Average Frequency Achieved of 4.000. Change any input above and every figure here is recalculated in your browser.

Inputs used

Impressions Purchasedaccepts 1–10,000,000,000
2,400,000
Unique People Reachedaccepts 1–1,000,000,000
600,000
Target Frequencyaccepts 1–30
5
Cost Per Thousand Impressionsminimum 0
180

Results

Average Frequency Achieved
4.000
Impressions Needed For The Target Frequency
3,000,000
Additional Cost To Reach The Target
$108,000.00
Cost Per Person Reached
$0.7200

Step by step

  1. 1Values used
  2. 2Reach and frequency
  3. 3Average Frequency Achieved= 4.000
  4. 4Impressions Needed For The Target Frequency= 3,000,000
  5. 5Additional Cost To Reach The Target= 108,000.00
  6. 6Cost Per Person Reached= 0.7200

Assumptions and limits

  • The result is derived only from the 4 inputs listed above. Anything not among them is not part of the calculation.
  • In particular, this calculator does not take inflation or tax into account.
  • Figures are rounded for display to 4 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
  • Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
  • This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.

How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.

Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.

Frequently Asked Questions

What frequency is effective?

Three to five exposures is the classic guideline for recall, though it varies with message complexity and category.

Is high frequency always waste?

Beyond the effective range it produces diminishing returns and can create irritation that damages the brand.

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