Does Ad Frequency Bring Lift? Not Necessarily


When it comes to marketing campaigns, recent advertising exposure (or recency frequency, as NCSolutions coins it) is more effective at increasing incremental sales for consumer packaged goods (CPG) brands than iterative — or repeat — frequency.

That’s the conclusion of a new analysis of how advertising works from NCS that’s definitely worth a look, giving the ongoing concerns in the radio industry about lengthy stopsets and the practice of some TV stations of starting and ending an ad pod with the same 30-second spot.

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