Frequency capping (How to control reach / unique listeners)
You can set a maximum of how many times you want a listener to hear your ad per week.
Setting a frequency cap of 1 means a listener will only hear your ad a maximum of once per week.
Setting a frequency cap of 5 means a listener will hear your ad a maximum of five times per week.
Recommendations
Acast's average frequency is 2-3, meaning in a given week a listener will hear your ad 2-3 times. This is a sweet spot that builds familiarity and recall without overloading audiences with the same ad.
For awareness campaigns - If you'd like to reach a broad number of unique listeners who hear your ad less frequently, you can set a lower cap (<3). Setting it too low might mean no users catch the message, so we do not recommend a frequency cap of 1.
For performance campaigns - Set a higher frequency cap to reach fewer listeners multiple times. Acast recommends a frequency cap between 3 and 7 times per week.
What is reach (and why is it related to frequency capping)?
Reach is the rate of Unique Listens compared to the Total Listens of your ad message.
Unique listens indicates the number of specific persons that heard you ad
Total Listens indicates the number of times your ad was heard.
Reach = Unique Listens / Total Listens
Example:
An ad message had 13.000 listens and 8.500 unique listens which yields a reach of approx 65%