Case study · Sony · Crackle · 2017
Ad frequency on Crackle
How many times can a streaming service show the same ad before it starts costing the advertiser?
The question
Free, ad-supported streaming lives on frequency. Too little and nothing lands; too much and the viewer resents the brand.
Collect
Viewers watched real Crackle sessions with ad loads set to different frequencies, then answered recall and attitude measures.
Analyze
Recall and irritation were modeled against exposure count to locate the turn.
Present
A frequency guideline Sony could sell against.