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Summary
How many times should consumers see the same television ad? This Journal of Advertising Research study explores how repeated ad exposures affect viewer attention across Connected TV (CTV) and Linear TV (LTV). Using second-by-second attention data collected from more than 1,300 viewers over nearly a year, the researchers find that while repeated advertising reduces attention on both platforms, the decline is significantly steeper in CTV—especially when the same ads are shown repeatedly within short time periods. The findings offer important guidance for advertisers seeking to balance frequency with engagement.
