Seeing the same commercial over and over for a long time has been part of watching television. That doesn’t mean the phenomenon is any less annoying for viewers, 87% of whom said they see too many of the same advertisements, according to a study by the media trials unit of Interpublic’s Magna in partnership with Nexxen, an ad-tech company specializing in television.

“We talk a lot in this industry about delivering the right message to the right person at the right time,” Kara Manatt, executive vice president of intelligence solutions at Magna, said in this interview with Beet.TV contributor Rob Williams. “All of those components, of course, are very important, but we also need to be paying attention to the way in which we’re delivering those ads.”

The cost of annoying viewers by showing over-repetitive ads, even unintentionally, can be significant. On average, there’s a decline of 16% in purchase intent, Magna and Nexxen found.

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“People constantly bring up stories of ‘I remember I was about to buy this brand and then I got 15 ads in two hours from that brand and I changed my mind,’” Manatt said. “We see that people feel less excited about the brand, less connected to the brand — and we also see declines in some of our most important metrics, like purchase intent.”

Improvements to frequency-capping of advertising is a collaborative effort among media companies that sell advertising and brands that buy it.

“If you think about the broadcaster and publisher side, they need to be ensuring that their ad servers are built for the complexities of streaming and making sure that they are equipped to make real-time ad decisioning,” Manatt said. “On the advertiser and agency side as well, we need to be seeking efficiencies by weeding out cross-platform duplication. We also need to be ensuring that we are using ad-tech that can manage frequency on live campaigns.”

You’re watching “Convergent TV at a Moment of Change,” a Beet.TV Leadership Series presented by Nexxen. For more videos from this series, please visit this page.