CASE STUDY

Media24 - Ad Frequency Study

Media24, one of South Africa's largest publishers, set out to challenge a long-standing industry assumption: that capping ad frequency at three exposures is the safest way to protect campaign performance. Working with Brand Metrics, Media24 wanted to test whether higher frequency levels could actually drive stronger results.

Methodology 

The analysis covered close to 500 campaigns across 19 industry categories, comparing brand lift outcomes, awareness, consideration, preference and action intent, across different frequency levels. That scale gave Media24 a genuine evidence base for how frequency affects campaign performance, rather than relying on convention or guesswork. 

Datapoints & download hook

The results challenged the three-frequency-cap rule directly: campaigns with higher frequency consistently outperformed lower-frequency equivalents, with total brand lift up to 33.6% higher in banking and finance, and 26.5% higher in insurance. Download the full report for the category-by-category breakdown and what it means for planning your own campaigns.

Footnote:
This case study is attributed to “Media24” (the parent publisher) in its own text, not “24.com” (the digital portal brand). We only have a bespoke company description for 24.com, reused here since Media24 wholly owns it — worth confirming whether you want a separate Media24-specific logo/description instead.

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