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Summary
How often should an ad be shown before it stops working—and starts to irritate viewers? The latest review of research across linear TV, connected TV (CTV) and streaming platforms makes one thing clear: there is no universal “magic number” for optimal ad frequency. Instead, effectiveness depends on context, including ad environment, timing, creative execution, brand category and audience type. This Knowledge at Hand report synthesizes academic and industry findings to help media planners strike the right balance between reinforcement and wearout in today’s fragmented TV landscape.
