Minimum effective frequency for interactive television ads

Abstract

A key task for advertising media planners is setting a frequency goal for a campaign. This study used a controlled experiment to identify the minimum effective frequency (MEF) for TV ads offering interactive response, as opposed to direct response by phone call. Participants (N273) were exposed to ads one, three or five times. A control cell saw normal TV ads, while an interactive TV (iTV) cell saw the same ads with interactive response banners superimposed. We found the usual build-up effects for repeated exposure on ad memory in the control cell, but there was little added value in repeat exposure for generating interactive response (ie MEF1). Interaction rates were higher for familiar brands, but brand familiarity did not alter the effect of repetition. These results suggest that iTV ads should be placed with a reach strategy, rather than a frequency strategy. © 2010 Macmillan Publishers Ltd.