Recency, frequency and the sales effects of TV advertising

An updated report of results from analysis of TVSpan, the single source panel in the Meridian TV region.

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...

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