What term describes the frequency of ad exposure to an individual?

The term that describes the frequency of ad exposure to an individual is frequency. In advertising, frequency refers to how many times a particular individual is exposed to a specific advertisement over a defined period. Understanding frequency is essential for marketers as it helps them gauge the effectiveness of their advertising campaigns in reaching their target audience repeatedly. High frequency can enhance message retention and increase the likelihood of consumer action, while low frequency might result in inadequate exposure for the intended message to be acknowledged or remembered.

In contrast, reach measures the total number of unique individuals exposed to the ad, CPM (cost per thousand impressions) is a metric that indicates the cost of gaining exposure to a thousand impressions, and impressions quantify the total number of times an ad is displayed, regardless of whether it is clicked or seen by unique individuals. While these terms relate to advertising performance measurement, frequency specifically addresses the rate of exposure for each individual.