The Power Of Frequency In Advertising

To some the following might come off as heresy.Let’s peel back the onion on an ad metric that flows off our tongues daily. It’s an important metric in our industry as it guides commercial scheduling, as well as the way we position our medium to advertisers and agencies.

The metric is “frequency” and most of us in radio sales take for granted that we fully understand the role it plays in advertising success. But do we?

Frequency’s contribution to ad success has been passed down from generation to generation of radio salespeople, similar to the way folklore is passed down, which is often without a lot of introspection.

It’s actually not a bad thing to occasionally analyze what we know we know, as we might find out what we know is not all its cracked up to be. So let’s walk on the wild side the next few paragraphs and put frequency’s role in marketing success under the microscope.