In the world of media planning, “effective frequency” describes the minimum number of times a TV spot must be seen by an individual within a certain period of time for its message to make an impression. It seems to me (and I’ve taught media courses) that there is little science and a great deal of guesswork in arriving at a number. The starting point is typically three, but that number can vary widely for all kinds of reasons. many of them arbitrary
My TV watching is probably about average in amount. But if I am to believe that media planners are doing their jobs well, certain ad campaigns must have “effective frequency” numbers of approximately 7,253. They aren’t necessarily bad commercials. But I CAN’T STAND SEEING THEM ANY MORE!
For starters, let’s talk Alltel. Perhaps you’ve seen the spot in which good old Chad is led by an androgynous child up to his family, scavenging in an amusement park. The big payoff line is “Billy, I found you a new retainer!” I’ve come to inadvertently recite the dialogue along with the characters. Another Alltel spot is less annoying, but only a little less overexposed. Chad helps a group of superheroes to stay connected inexpensively with “My Circle.” Read the rest of this entry »