In order to effectively advertise a brand’s message, advertisers need to reach consumers multiple times to build familiarity. This is called ‘frequency’.
Determining the right frequency of an advertisement isn’t an easy task. Too little exposure, for example, and the advertisement(s) will fall flat and fail to be noticed. Too much, by contrast, and the public will be inundated and overwhelmed.
Research indicates that, across all media, the public’s first exposures to an ad have more impact than when an ad is seen later. To give substance to this claim, News Media Canada has been researching the frequency of newspaper ads. What we have discovered is that the impact of ad frequency in newspapers is significant.