What is the typical frequency of an EMG campaign? Does the frequency change when the budget is increased or decreased?

An optimal campaign has an average frequency of between 7-12 ad exposures, or impressions, per campaign for each targeted household. According to our consumer behavior research, this frequency achieves optimal brand saturation, and we also implement frequency caps to prevent ad fatigue. If the budget deviates from our proposal recommendation, then it will alter the frequency, given that the number of times we can reach our audience is determined by the size of the market (geo-targeting) and the prescribed budget to fund these impressions. A reduced budget will mean less frequency than we prescribe, an increased budget will mean more frequency than we prescribe.