26. 1-2 3-9 10-20 21-50 51+
0.8%
33.3%
1.4%
11.0%
19.6%
22.4%
75.4%
23.7%
2.8%
9.6%
% PEOPLE
% IMPRESSIONS
MANY PEOPLE
RECEIVE TOO
FEW
IMPRESSIONS
TOO MANY
IMPRESSIONS
WASTED ON
SMALL NUMBER
OF PEOPLE
Frequency Distributions Are Not Optimal
IMPRESSIONS PER PERSON
27. 50 EXPOSURES15-20 EXPOSURES
POINT LIFT (BRAND)
Contribution of Incremental Exposures Declines Quickly After 20 Exposures
IMPRESSIONS PER PERSON
INCREASING
EFFECTIVENESS
MINIMAL
EFFECTIVENESS
DECLINING
EFFECTIVENESS
28. Implications for Excessive Frequency
v Frequency caps from 20 to 50 are appropriate for most brands
v Exposures above those thresholds are, at best, wasted
v The marginal contribution of an incremental exposure declines quickly
and loses over 90% of its effectiveness even earlier
v The thresholds for wasteful or harmful effects are likely to be lower for
interruptive advertising such as online video ads or pop-up ads