OOH glossary · Measurement
Frequency
Frequency is the average number of times each person reached sees an ad in a set period.
Geopath defines frequency as the average number of times a person notices the ad in a set period. It is an average across the people reached.
Commuters pass the same boards day after day, and that builds frequency.
OAAA defines effective reach as target people who saw the schedule three or more times on average.
Formula
Frequency = GRPs ÷ reach (%)
Example
A four-week Riverbend package delivers 200 GRPs with 50% reach. Frequency = 200 ÷ 50 = 4. The average person reached saw it four times.