Frequency: How much is too much?

This article is part of a series of articles on frequency. Read more.

Need to know

  • Responsible marketers should never get to the point where they’re messaging a consumer so frequently that it becomes irritating
  • Optimal frequency depends on many factors specific to each brand and campaign objectives
  • Various studies reveal both the commonality - and lack of it - in frequency research
  • Trying to establish ‘frequency nirvana’ is a fool’s errand. Instead, focus on the most efficient way to maximise reach
  • Cross-media planning tools have come on leaps and bounds in recent years and there should be no excuse for not producing a good forecast on total campaign cross-media reach and frequency
  • Tactics like frequency capping should be used as tactical ‘backstops’, not as core planning levers
  • Studies establishing optimal frequency should be used as the broadest guidelines