Result
Average frequency per person
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
Average frequency = impressions ÷ reach. A value of 3 means each unique person in the reached audience saw the ad three times on average.
At a fixed budget, reach and frequency trade off against each other: more reach usually means lower frequency per person, and vice versa — narrowing the audience but showing it the ad more often. Which balance is better depends on the campaign's goal and how complex the message is.
It's often said that an ad needs a certain minimum frequency before it's actually remembered — that's a common observation from practice, not a universal law: the frequency needed varies a lot with message complexity and how familiar the audience already is with the brand. Too high a frequency on the same person, conversely, wastes budget and can cause ad fatigue.