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27 August 2021
Does connected TV really have a frequency problem?
TV & Connected TV planning & buying
United States
Reach and frequency, recency
New research from ad tech company Innovid and the Association of National Advertisers (ANA) concludes that connected TV advertising’s supposed frequency problem ought to be challenged, after discovering an average frequency of 4.6 exposures across CTV ad campaigns.
Show me the evidence
- Across the 35 campaigns studied – from 20 advertisers, measuring 1.7 billion impressions and over $35m in media expenditure – the average CTV campaign reached only 13% of the available US CTV households.
- In order to identify where variable exposures occur, researchers used household distribution to segment overall frequency into sub-categories.
- Eighty-five percent of households were exposed...
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