The idea
The illustration compares equal totals of six exposures, placed together in one week or distributed across six weeks. Its recall outcomes are illustrative, not a forecast of campaign results, and equal exposure counts should not be confused with equal budgets, equal reach or equal attention; frequency and content also matter. Use spacing as a hypothesis for media planning, then examine who was actually reached, how often they encountered the message and whether their later recall reflects the intended brand or benefit.
Use it thoughtfully
- Plan sustained touchpoints rather than automatic bursts.
- Measure unique reach and exposure frequency.
- Check recall alongside relevance and creative fatigue.
An example
In an illustrative campaign, a team compares concentrated and spaced schedules while keeping the core creative recognizable. It records actual exposure and later recall, and interprets differences alongside audience reach, placement quality and content instead of assuming the schedule alone caused them.
A question to try
Are you comparing exposure timing fairly, or are reach and creative quality changing at the same time?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.