Which media metric indicates the average number of times a person is exposed to an advertisement within a period?

• A. Reach
• B. Impressions
• C. Frequency
• D. Click-through rate

Answer: (C)

Frequency is the measure that represents the average number of times a person in the target audience is exposed to an advertisement within a given period. It reflects how often an individual sees the ad and is calculated by dividing total ad impressions by the number of unique people reached. Impressions count every viewing occasion, including multiple views by the same person, while reach counts only distinct individuals who saw the ad at least once. The ratio of impressions to reach gives the average exposures per person. Click-through rate, on the other hand, measures engagement by showing how often people click the ad relative to impressions, and does not describe repetition per person. So, frequency best answers the question about average exposure per person.