RT Journal Article SR Electronic T1 The Power of Reach and Frequency In the Age of Digital Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 403 OP 415 DO 10.2501/S0021849910091555 VO 50 IS 4 A1 Yunjae Cheong A1 Federico de Gregorio A1 Kihan Kim YR 2010 UL http://www.journalofadvertisingresearch.com/content/50/4/403.abstract AB A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models.