Frequency has been a hotly-contested topic ever since Herb Krugman claimed three exposures to be the “magic number” for advertisers back in the 1970s, but a new study by UK broadcaster Sky Media suggests that, in fact, optimum frequency sits in a range of between eight and 14 exposures.

Why it matters

Establishing a precise number for effective frequency is complicated, and depends on factors including brand size, share of voice, market competition, seasonality and category context. However, it is possible to provide a steer to send an advertiser in the right direction. 

Key findings

The paper draws...