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Frequency in Newspaper Advertising

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 researched the frequency of newspaper ads. What we discovered is that the impact of ad frequency in newspapers is significant. To learn more about this research, and our data, take a look at the compilation of documents below that are all available for download.

If you have questions about the research, contact Kelly Levson, Director of Marketing and Research, at klevson@newsmediacanada.ca.


Newspapers Work for Frequency: Presentation

In order to effectively advertise a brand message, advertisers need to reach consumers a number of times (i.e., frequency). Too...

Frequency: How Often to Advertise in the Newspaper

What is frequency, how do consumers respond and what about driving sales? These questions are addressed in News Media Canada’s...

Mitsubishi: Demonstrating the power of frequency

In this Mitsubishi case study, newspapers were chosen as the key media to deliver the ad campaign, with the...