As part of our ongoing dialogue about online R&F and GRPs, we bring you this progress report update from the chair of ARF’s Online Reach & Frequency Committee, reprinted with permission from MSN. In June, David Smith, president and Media Director of Mediasmith, Inc., and chair of ARF’s Online Reach & Frequency Committee, provided MSN a lengthy report on the state of the Reach & Frequency issue as it pertains to online media. He started with definitions of reach in traditional media; the ARF online R&F committee definition of Internet reach; and frequency, as outlined by Roger Baron of FCB. He then went on to give some background of the issue, including what he deems as the biggest problem: “The base data for reach and frequency from other media comes from the survey-based suppliers. For print, sources like MRI and Simmons...
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