Omnicom Media Study Warns of 'Negative Reach' as Frequency Misfires Undermine Campaign Performance

New report urges marketers to rethink frequency strategy  amid fragmentation, signal loss, and rising consumer frustration NEW YORK, April 21, 2026 /PRNewswire/ -- As marketers grapple with fragmented media environments and diminishing signal fidelity, new research from Omnicom Media Intelligence argues that one of advertising's oldest metric - frequency - has become one of its most misunderstood and mismanaged. The report, "Why Frequency Matters: Combating Negative Reach ," finds that while frequency remains a critical driver of campaign effectiveness, overexposure is increasingly eroding returns, creating what the company terms "negative reach" - the point at which repeated impressions frustrate consumers and damage brand perception.