Tight media budgets – combined with a fragmented media landscape where consumer attention is split across platforms and screens – demand that marketers use resources efficiently to drive advertising effectiveness. One of the more perplexing questions facing marketers concerns the optimal number of times an ad should be shown in a given timeframe. Frequency capping is a sure fire way to ensure the efficient delivery of media and advertising, but in a broadcast setting (that is, not interactive), this has been virtually impossible to measure with any precision. And its further complicated by the type of message: What’s the optimal frequency for a branding message, which has the aim of cementing perceptions versus a direct response message, which seeks to drive an immediate behaviour (purchase, call, etc)? Traditional approaches to determining effective frequency are generally estimates, with a 3+ frequency typically the rule of thumb in television. But brainsights’ work has already revealed that ad effectiveness is dependent on both the quality of creative and the context in which it is consumed. With such a range of quality, and a growing multitude of contexts – screens, content formats, etc – this rule of thumb is out of date.