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14 June 2022
Ad exposure once a week is best for CPG brands
Brand managementReach and frequency, recency
Consumer packaged goods (CPG) brands should aim to reach their audience once a week during their ad campaigns, a study by research firm NCSolutions has found.
Why it matters
Frequency, or how often consumers are exposed to ads during a campaign, is a vital element of brand strategy. Marketers must exercise prudence, however, to balance the goal of staying top-of-mind during buying situations while also not wasting spend if their frequency levels are too high.