Standard device-level frequency caps fail in India's co-viewing environment. A 5-impression weekly device cap means each of 3–4 household members has seen the ad 5 times — so the household has received 15–20 person-level exposures. This creates saturation and negative sentiment faster than your plan anticipated.
The fix: use household IP-based frequency capping, not device-level, where the platform supports it. Recommended caps for Indian CTV: 3–4 household IP impressions per week for brand awareness campaigns; 2–3 for performance campaigns; 2–3 per match (not per week) during IPL and major sports. Most major platforms (JioHotstar, YouTube, Amazon DSP) support household-level frequency management. For campaigns running across multiple platforms simultaneously, reduce per-platform caps further — cross-platform household exposure adds up even when each platform individually looks within range. If completion rates drop meaningfully in weeks 3–4 of a campaign, that is often a household saturation signal — reduce caps or take a pause.
Full guide
For a complete explanation, read: Frequency management for CTV campaigns in India: accounting for co-viewing