Here’s a quite easy to find study. Impact of digital ad frequency on brand metrics.
Vertical axis = Lift in brand metrics (%)
Horizontal = Frequency
To see metrics like Purchase Intent go down after a certain amount of frequency? Fair enough, people got fed up of seeing the ad and start to dislike the product or something.
Brand Awareness and Message Association go down after 3 impressions then went back up? What, the 3rd impression confuses you and then you understand again?
C’mon research industry… did you really publish that? Your sample wasn’t big enough and/or your methodology was flawed. Kinda easy to notice.
I give you one point for effort and one point for transparency.
You shall not pass!