Recency, frequency and the sales effects of TV advertising
Andrew Roberts, Taylor Nelson Sofres, presents a further analysis of the findings of the TVSpan project
Andrew Roberts
For many years advertisers have pondered the question: what is the most effective weight or frequency of advertising exposure? Traditional practice has favoured bursts of advertising whereby consumers see a concentration of spots within a short period. More recently, it has been argued that advertising for fmcg products works best by constantly reminding consumers about the brand and, therefore, the advertising should be spread over time, so that no more than one exposure...