How to Read A Reach/Frequency Run

The following is a sample reach/frequency run:

 

Population Projected population of the target group in hundreds, there are 171,700 managers and professionals with personal incomes of $75K+ in Market A.
Media/Calculations  Two schedules, A and B, were selected for 3 papers in the market.
Total Inserts  The total number of insertions in the papers (7 for each schedule).
Gross Impressions  The total number of exposures or opportunities to see the advertising in the schedule. For schedule A there are 582,300 potential viewings of the message.
Gross Rating Points  An aggregate of the total ratings in the schedule against the target group, the reach percent multiplied by the average frequency. In schedule A, 337 GRP's.
Net Reach  The total number of adults, in hundreds, reached by the schedule one or more times. In the first schedule 152,200 managers and professionals with personal incomes of $75K+ living in Market A will be reached by the message.
Reach Percent  Percentage of the target group reached by the schedule. For schedule A, 88.13% of managers and professionals with personal incomes of $75K+ living in Market A will be reached with this schedule.
Average Frequency  Average number of times the target group will be exposed to the messages in the schedule. For schedule A, 88% of the target group will be reached and each will be exposed to the advertising message an average of 3.83 times.