Background

Comscore's Reach/Frequency reports allow you to build media plans by evaluating media properties' display, video, and app content across desktop, smartphone, and tablet. The reports assess the efficiency of a proposed media plan by providing reach and frequency measures for user-specified target audiences. You can use these Reach/Frequency reports to determine if the number of planned impressions on a given set of sites will meet Reach and/or Frequency objectives for the target audience.

Report Set Up

There are two sections that you will need to configure before running a Reach/Frequency report

Step 1:

Report

Select the type of Reach/Frequency report you are interested in running.

Geography

Reach/Frequency reports are available in many markets worldwide. Any markets to which you subscribe will be listed in the drop down. Your home market will be the default selection.

Period

The selected data month serves as the basis for your campaign simulation. Select the month that best aligns with your analysis. Tip: Set the time period to take into account any seasonality.

Target Audience

Click to select a target for your campaign using a single demographic break from the Individual Select tab. You can also combine demographic breaks using the Combine Select tab.

Entity

Select the media entities on which the campaign will run. Tip: We highly recommend you check the comScore Dictionary (CFD) to make sure you are choosing the correct media OR ask the publisher which entity you should use.

Metrics

Choose all of the measures you want to analyze for your simulated campaign. If you do not want to add or remove any measures, a default set will run. Default measure sets vary by report and product.

Methodology

The default R/F methodology is 2.5. For more information about the methodologies click here.

Reach Options

Use the Report Options to select the population for reach calculations or to select any graphs. Note: the default population in most R/F reports is the Total Population so you can make an apples-to-apples comparison with other media types.

Platforms

Select the platform(s) you would like to plan your campaign against. Available platforms vary by geography.

Campaign Duration

Select the duration you would like to plan your campaign for.

Show Frequency Capping

Select yes or no.

Show CPM

Select yes or no.

Overall Available Impressions

If you know your amount of available impressions, you can input it here to then distribute evenly in Step 2.

Effective Reach

Effective Reach allows you to evaluate your campaign's reach at a specific point on the frequency curve. The default is 1+. Tip: Changing the Effective Reach does not impact the actual delivery of the Campaign.

Step 2:

Total Available Impressions & Campaign Duration

The total number of available for each media entity will depend on the length of the campaign set in the Campaign Duration column.

Base Audience

The Base Audience Reflects the audience being bought against. Note: Leaving Base Audience as Total Audience assumes you are buying against the total audience of the site so an impression could be served to someone outside of your target audience. Assigning your target assumes all impressions with be served within your target i.e. a demo-targeted guarantee = No wasted impressions

Impression Target

Selecting your target in the Impression Target allows you to back into how many Run of Site impressions will be required to achieve a Target Impression delivery goal. For more detail on the differences between "Base Audience" and "Impression Target" please click here.

Impressions

The number of impressions you are purchasing on that site. Note: a comScore impression is defined as an impression on a visitor, not an ad placement.

Distribute Available Impressions

If you input Overall Available Impressions in Step 1, you can click this button to distribute them evenly across your selected entities and platforms.

Calculate

Run the report once satisfied with your inputs.

Report Output (Step 3)

Report Guide: Reach/Frequency Reports - Comscore Reporting Hub