The above graphs illustrate how delivery of typical Out-of-Home media builds impressions in a short period of time. Reach will accumulate rapidly during weeks 1 and 2, then level off. Once the reach basis is established, frequency builds during the remaining four-week period.

Reach: Reach is the approximate percentage of the target audience's population which will be potentially exposed to the advertising message at least once during the Showing.

Frequency: The average number of times an individual has the opportunity to see an advertising message during a defined period of time.