Intelligent Reach. Transformative Growth.

In media planning, how you allocate your budget can make or break your long-term growth. Many brands fall into the trap of concentrating high TRPs into short bursts, which creates an immediate but fleeting impact. However, a more strategic approach—spreading out media spend over time at lower TRP levels—yields greater long-term success. Here’s why./p>

Simply put, with a fixed budget, allocating more weeks at lower TRPs generates greater net reach, also referred to as Reach Points or Reach Value. For example, 52 weeks at 25 TRPs per week delivers 1040 total reach points, while 10 weeks at 125 TRPs per week delivers only 720 total reach points. While higher TRP weeks can create a temporary spike in awareness, sustaining that weight results in fewer weeks of advertising. Fewer week, higher weight campaigns result in a negative cumulative effect, limiting new customer acquisition and actual foot traffic over time.

Think of It Like a Flux Capacitor

For a pop culture analogy, think of the flux capacitor from Back to the Future. While the movie doesn’t explicitly explain how it works, supplemental material describes its function as ensuring uniform flux dispersion across the vehicle’s surface, enabling smooth passage through time. Similarly, media reach needs to be dispersed over time to generate lasting momentum. Dispersion is key.

The Takeaway

Growth isn’t about short bursts of higher-frequency advertising—it’s about sustained, strategic reach that builds momentum over time. By embracing the architecture that delivers maximum net reach, businesses can achieve long-term business success.