Radio Frequency & Reach: How Much Is Enough?

“How many times will my ad run?” That’s one of the first questions we hear from business owners. The truth is, the number matters — but not as much as how often the right audience actually hears it.

A quick breakdown:

• Reach = the number of different people who hear your ad.

  
  

• Frequency = how many times those people hear it.

  
  

Marketing research shows it usually takes three or more exposures before someone remembers a message, let alone acts on it. That means one or two ads sprinkled across a month won’t move the needle at all. 

Instead, think of it like planting seeds. You don’t water a garden once and expect growth. You water it regularly. Same with advertising — repetition builds recall and trust.

Tips for finding your sweet spot:

• Short, high-frequency bursts are great for sales or limited-time offers, but are less effective in today's short attention-span environment. 

  
  

• Longer, steady schedules build brand recognition and are far more effective. You generally get better rates here, too. 

  
  

• Rotate creative if you run for long periods so your ads stay fresh. Three months, at most, before visiting your message. 

  
  

Radio works because people hear you again and again, in trusted local moments — driving to work, taking kids to school, listening at the office. The right frequency ensures your business stays top of mind when it’s time to buy.

Get with us to start a plan for your business: 931-393-3500 or office@petersonmediagroup.net.