Reference / Glossary / Measurement
Frequency
The average number of times each reached person was exposed to a campaign. Effective frequency is the number of exposures needed for the ad to work, and excessive frequency wastes money and irritates people. Frequency is managed with a Frequency Cap and is hardest to control across platforms, where no single system sees every exposure.
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Cite this entry:
Agency Echelon. "Frequency." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/frequency/