What is the best and most accurate calculation approach to calculate average ad frequency over 4 weeks when only weekly ad frequency per week is given?
Average ad frequency is derived by dividing weekly total impressions by total captured unique reach in that same week.
Example:
Note: reach by week can be duplicated.
Wondering whether adding all impression and adding all reach and then dividing total impressions by total reach would give me the most accurate average weekly frequency or whether just calculating average frequency by adding up all frequency divided by the number of weeks would be more appropriate (eventually excluding week 1 or even week 1 and 4) as data captured only represents partial weekly data.
What is the most accurate way?
Thank you in advance!
Average ad frequency is derived by dividing weekly total impressions by total captured unique reach in that same week.
Example:
| #Week | Days measured | Impressions | Reach | Frequency |
| 1 | 2 | 7563 | 3967 | 1.9 |
| 2 | 7 | 13290 | 3939 | 3.4 |
| 3 | 7 | 12765 | 4478 | 2.9 |
| 4 | 5 | 11385 | 4821 | 2.4 |
Note: reach by week can be duplicated.
Wondering whether adding all impression and adding all reach and then dividing total impressions by total reach would give me the most accurate average weekly frequency or whether just calculating average frequency by adding up all frequency divided by the number of weeks would be more appropriate (eventually excluding week 1 or even week 1 and 4) as data captured only represents partial weekly data.
What is the most accurate way?
Thank you in advance!
