Average Frequency

July 21, 2012

See also: Reach & Frequency

CIMM DEFINITION: The average number of times a viewer or household was exposed to a piece of content – whether program, network, ad or version – during a specific time frame.

2: Number of impressions received by the average household reached. The average number of times a household tuned to any part of any airing of any ad in the campaign. The average percentage of unique households watching ANY program in which ANY of the measured advertisements occurred. (Source: TRA)

NOTE – How much of a piece of content does the viewer need to consume before counting as an ‘impression’?  One second?  ten seconds?  etc.,  This issue should be flagged on every definition for Frequency, Reach, and Impressions. (Source: TIVO)