Frequency – Should it be Measured by Mathematical Formulas or Behavior?
Thursday, April 29th, 2010800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International
By the RadioActive Media Team
At RadioActive Media, our simple goal to constantly improve tracked results for our clients’ radio ad campaigns replaces planning formulas once a campaign starts.
Mathematical formulas can be helpful in starting the campaign planning process and as one of the measurement tools. We were recently having a discussion about the number of times a spot needs to be heard in order to produce the desired action (i.e. a sale, an inquiry, store traffic.)
Frequency is part of the GRP equation: Reach X Frequency = Gross Rating Points which is a mathematical formula. Pure, easy to calculate and is used in most media plans and calculated on most media buys. The concept is good, however the execution may be somewhat flawed and here is why.
1. Computer formulas have generalized the process of media buying:
- In order to have actual reach and frequency calculations, true duplication needs to be accounted for in the buy.
- The formularized version may use duplication tables, which makes all talk radio equal. Some Tier 1 radio personalities would disagree because audience composition may be different.
2. Mathematical formulas do not take into account the advertised product or service:
- Once or twice in a lifetime purchase (such as a home) versus multiple purchases of DVDs.
- Big ticket items such as solar panels versus small ticket items such as movie tickets.
- The influence endorsements by a radio personality have on the potential consumer.
3. Product/category life cycle:
- New category? Before the iPhone we didn’t have apps. More exposures are needed to explain new inventions first, prior to actually buying.
- New product/service in an existing category? Consumers understand the category, however as a new market entry, a brand name building campaign is more appropriate and should still be tied to performance-driven elements.
- Existing category and existing product? Maintenance schedules are often recommended in this scenario but may be affected by changes in the competitive landscape.
4. Cross media campaigns and the new technologies:
- Most formulas are media specific such as radio exclusively or TV.
- Social media has certainly had an influence on purchasing behavior.
- Mobile media is game changing.
Finally, we come to the consumers themselves. There is always a certain amount of folks who have already made the decision to purchase an iPhone, as an example. They are just waiting for the new version, their next paycheck or their maybe even their tax return. In any event, the decision is not will they buy; It is when they will buy and from whom. Solar panels are a bigger ticket item and still relatively new to market. The decision cycle may take more time and more research on the part of the consumer.
In our opinion, results do not come from formulas. Results come from experience, testing and most of all tracking and fine-tuning the campaign every step of the way.
Contact Jeff Pollak at 800/599-RADIO (7234) and we can discuss the many ways we can design a results-orientated campaign.
@radioactivemed
