This web page showcases our extensive experience in selecting, developing, evaluating and applying mathematical models of reach/frequency (R/F). The models discussed include the Beta-Binomial, Negative Binomial and Personal Probability, among others. For any given audience dataset, which model would be most appropriate and why? What data inputs does that model require? What are its limitations and how can they be overcome?
Pete Walsh offers R/F modelling services to joint industry committees (‘JICs’) for media audience measurement, media proprietors, research companies and media planning software developers.