Marketing / Media Planning
Reach and Frequency R/F (reach, average frequency, effective reach/frequency)
Reach is how many unique people saw the ad; frequency is how many times each saw it on average.
The fork, why two teams get different numbers
Both hinge on de-duplication that platforms perform only inside their own walls.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: MRC/IAB cross-media & audience measurement guidelines (reference) · media-planning convention