1. Make sure you have great ads. 2. Buy a 1-week schedule with a 3-frequency. (You can go as low as a 2.5, but not 2.4.) 3. No daypart can cross 6A, 7P, or Midnight. 4. Buy the largest 1-week NET REACH you can afford. If you’re using more than 1 station, the Master R&F cannot drop below 2.5. 5. Air that 1-week schedule 52 weeks a year. Brace yourself for the “chickening-out period” that happens in about 13 weeks.
QUESTION: You spoke about San Francisco, but how many cities does Nielsen measure with such a high degree of intensity?
ANSWER: Nielsen has been continually increasing the number of cities in which they use the Portable People Meter (PPM), and they have been increasing sample sizes as well. The last time I checked, cities as small as Greensboro NC, Jacksonville FL, Memphis TN, and Hartford CN were being measured using PPM technology with sample sizes large enough to measure the whole United States.
