Market Research Hall of Famer Norman Hecht sent me an article reporting a Q4 2021 survey across Europe and the U.S. in which viewers once again predictably complained that "they see the same advertisements too many times when watching linear TV." It's unlikely that the questionnaire used the phrase "linear TV," since not many civilians know the term. I suspect from other hints in the article that the study sponsor might be an ad seller of CTV or some other form of addressable TV. In my 1990s introduction of addressable TV the idea of frequency capping was indeed one of my arguments in favor of the new form of TV I was trying very hard to push up the mountain.
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