Which metric best measures how often the target audience is exposed to a message over a given period?

• A. Reach
• B. Impressions
• C. Frequency
• D. ROMI

Answer: (C)

Frequency measures how often the average person in the target audience is exposed to the message during a specific period. It’s calculated by dividing total impressions by reach, so it reflects repetition per person rather than just how many people see it or how many total views there are. This matters because you can have wide reach with little repetition, or few people seeing the message many times; either way, the frequency tells you how often the message is likely to be remembered or acted on. Reach shows how many unique individuals see the message, and impressions count all exposures without indicating how many people were reached or how often they were exposed. ROMI is about financial return on investment, not exposure frequency.