For a strong TV campaign, you have to go back to the basics. The key is striking the right balance between frequency and reach. A high frequency of ads could reach more eyeballs, but can also become annoying for viewers, which can negatively impact brand sentiment and loose efficiency over time. You don’t want to be the next Go Compare man! Alternatively, if your frequency of messaging is too low then your campaign can become forgettable. So, how do you find the sweet spot when planning an effective TV campaign?

1. The Power of Repetition

From a behavioural perspective, the importance of frequency is highlighted by the principle called the mere exposure effect. This is a psychological phenomenon where repeated exposure to a stimulus increases an individual's familiarity and liking, which can be a very powerful tool in TV advertising. Dan Bello, one of our strategists at Behave, explains “a classic example of the exposure effect in action is 'The Cola Wars'. In 1975, Pepsi conducted a blind taste test that demonstrated a preference for the Pepsi taste over Coca Cola, but when not blinded, the consumer preference for Coca Cola was higher, and this can be seen in the market share today of Coke vs. Pepsi.” However, the power of repetition must be handled wisely. A good amount of frequency can boost brand recognition and sentiment in the case of Coca Cola, but going too far can have the opposite effect.

2. The Balance of Reach and Frequency

Effective TV planning illustrates that a blend of high reach and the appropriate level of frequency tends to deliver the strongest return on investment. Therefore, it’s best to avoid the two extremes:

• Don’t blow your entire annual budget on a super bowl-like moment, too few exposures will be a flash in the pan with no longevity.
• Don’t rely solely on low interest channels, dayparts, and programming which will maximise frequency. A blend is needed to build brand fame and recognition. 

Thinkbox suggests that, "aiming for the biggest possible reach is a good option for most campaigns as growing penetration is a sure-fire way of growing your brand”, perfect for smaller, emerging businesses. However, we know that a balance is needed to have a greater overall impact. High impact spots are great for scale and unique reach, combined with lower rating spots that deliver cost efficiency and higher frequency to maximise your ad spend and media effectiveness.

3. Understanding the campaign objective will determine the strategy

Optimal frequency is not a fixed number, and will vary depending on the aims of the campaign.

Thinkbox highlights four key variables to consider when planning:

1. Brand building vs performance: Brand campaigns tend to optimise to awareness metrics and typically need lower frequency and higher reach. Whilst performance campaigns benefit from higher frequency at key times such as weekday daytime. The balanced and blended approach will serve both needs.
2. Creative appeal: The stronger the creative, the less frequency you may need to make it memorable. In some cases, a powerful creative can become synonymous with the brand itself - like Compare the Meerkat or Coca-Cola’s iconic ‘Holidays Are Coming’ campaign - running successfully for years. However, brands must be cautious not to repeat these creatives ad nauseam, as overexposure can lead to ad fatigue and diminishing returns.
3. Ad length: Due to the cost implications of running longer time lengths, many advertisers will choose to showcase a 60-second film at a low frequency and serve a 10-second version at high frequency to do the reminding and call to action job. Also consider varying the creative message by having multiple versions.
4. Buying cycle: Fast-moving consumer goods in competitive categories may need more constant exposure than infrequent purchases like insurance.

There is no off the shelf answer, but having the right tools and understanding viewer behaviour in the ever-changing TV ecosystem will help to inform smart TV planning.

4. The rules for TV do not necessarily transfer across to other channels

This may be obvious but if levels of optimal frequency for TV differs, it logically follows that would also be the case with other channels.

According to The Trade Desk, recommended weekly ad exposures vary significantly by channel and format:

• Connected TV: 6 exposures
• Online video: 10 exposures
• Display: 20+ exposures
• Audio: 8 exposures
• Native: 12 exposures

When we consider the size and quality of the main TV screens in the household where TV content is being viewed, we know that an impact served in that context is not equal to an online banner for example.

TV is a high attention, audio-visual channel, and viewers are pre-disposed to seeing advertising within structured ad breaks. The TV ad experience also tends to be less intrusive, but we know that high frequency can be a turn-off for viewers. Understanding the jobs that different media

channels and formats deliver for a full-funnel, cross-channel campaign, informs the right range of frequency to plan to, avoids oversaturation and limits wastage.

Yasmeen Frasso, Digital Business Director at Mediaplus UK, says “whilst there are general guidelines, finding the optimal frequency is never a one-size-fits-all approach. It depends on a complex interplay of factors – including brand trust, audience openness, creative and timing (amongst many more). This is especially true in omnichannel advertising, where the current lack of unified measurement frameworks makes it difficult to accurately understand true reach and frequency.” Therefore, advertisers must approach frequency with flexibility and precision, tailoring it not just to the channel, but to the context in which the ad is consumed and the role it plays within the broader campaign.

5. Smarter frequency: Better for the planet, people and performance

• Sustainable - The wastage of over-delivering frequency is not only inefficient, but harmful to the environment as every superfluous ad impression carries a carbon cost.
• Inclusive - Underrepresented audiences are often harder to reach. Smarter planning is more inclusive as it aims to reach all audiences by utilising diverse touchpoints. Within TV this will include niche channels that cater to a community audience.
• Effective - Frequency can be delivered in a clever way, for example AI-powered, dynamic frequency capping and sequential serving of ads to tell a story. Precision targeting tools powered by AI can dynamically serve the most relevant version of an ad to the right person at the right time.

Summary: There isn’t a sweet spot to TV ad frequency, but a smarter way to plan.

The key to smart planning is understanding audience behaviour, the nuances of the channel and format, and overarching campaign goals, whilst keeping inclusion and sustainability front of mind.

To be effective, brands need to approach frequency from a consumer perspective and focus on delivering a cohesive message that connects across all touchpoints. It’s about showing in the right place at the right time to land a message in a meaningful way. For more information on effective, smart TV planning contact our expert team today.