Ad frequency is a common consideration for advertisers (this being the number of times a person is shown the same exact ad).

We know it takes more than one interaction, but how many is too many?

The paper Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition has some interesting findings.

The Toleration Range

2-5 ad exposures seems to be the sweet spot before it becomes annoying and negatively impacts brand perception. (At least for traditional media, digital is a different ballgame.)

Brand fans can tolerate a higher frequency.

stronger personal brand attachment slows ad wearout

Identity Threat

The study found that people sometimes perceive repeated ad exposure as a threat to their identity.

Everyone experiences in negative thoughts about a brand as frequency increases. BUT people with strong brand attraction generate more positive thoughts about the brand in response.

Basically an identity protection response by the brain. “I’m a Starbucks person so I can’t be too annoyed by this Starbucks ad.”

The antidote to ad wearout is personal connection.