What is Frequency Capping?

Frequency capping is a control that limits how many times the same person or household sees an ad within a set period — for example, three times per day. It prevents ad fatigue, protects brand perception, and stretches budget by spreading impressions across more unique viewers instead of repeating them.

On streaming TV, frequency is managed at the household level using device and IP signals, so a family isn’t shown the same spot in every ad break.

The right cap balances memorability with annoyance: enough repetition to be remembered (advertising research generally supports multiple exposures), but capped before it wastes spend and irritates viewers.