Why CPG brands should try to reach consumers once a week with ads

Stephen Whiteside

Consumer packaged goods (CPG) brands should aim to reach their audience on a once-per-week schedule during ad campaigns, a study by research firm NCSolutions has found.

How often should brands in the consumer packaged goods (CPG) industry seek to get ads in front of their target audience?

“Strive for one frequency a week; once a week, over and over again,” Leslie Wood, Chief Research Officer at advertising intelligence provider NCSolutions, recommended to delegates at the Advertising Research Foundation’s (ARF) 2022 AUDIENCExSCIENCE conference.

This suggestion does not translate, for instance, into generating an average of 12 exposures over a 12-week campaign, without looking at the exact temporal distribution. Instead, Wood asserted, the goal needs to be securing a weekly exposure on a “regular repeat” to yield the...

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