Is reach and frequency data under threat?

The industry “needs” reach and frequency data, according to the panel at last week’s MediaTel Group Future of Media Research event.

In response to a question from the floor – ‘Will the eventual benchmark be machines at the cost of reach and frequency?’ – Mark Greenstreet, joint managing director at aevolve, said there is “nothing to replace reach and frequency, the industry needs it… we will always come back to a JIC structure”.

Greenstreet said reach and frequency data is “vital for advertising planning”. However, he added “all the other metrics are important” for the media industry.

Linda Grant, director of commercial development, A&N Media, said people always think “next big thing will be the death of the current thing… but sometimes metrics can and need to work together. Reach and frequency plus outcomes (metrics) will be important together”.

Meanwhile, Andrew Bradford, VP, client consulting, media, The Nielsen Company, said: “Reach and frequency are still strong metrics but there may be other currencies for trading marketing services.”