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I think it depends on how potent your rub is
and how much "rub flavor" you want to try to impart on the meat. I coat mine all over fairly heavily and rub it in, wrap and put in the fridge overnight, then coat again by sprinkling before I put it in the pit. I don't think my rub is "aggresively seasoned" so I put it on rather aggresively.
I'm not as heavy handed with it on ribs as I am on briskets and butts. FWIW
As cbear mentioned,it is easy to over season ribs.

There is not much meat mass.

They may also start to cure,with all that salt and resting time in the refigerator.

Some folks think it turns them "hammy".

I often season ribs,an hour or so,before they go on the pit.

Briskets and butts,at night and then again on the way to the pit.

Unless your rub is totally out of balance,it is difficult to over season a butt or packer brisket,IMHO.

Yardbirds seem to like an even distribution,under the skin.

A couple hours may work.
I agree with Tom as far as diffrent meats requiring diffrent amounts of rub.
But don't just think of rubs as "pre-smoking" procedures....When I'm finished pulling a butt, I will put the meat in a container add some more rub to it and put the lid on it and shake it up while listening to Gene Krupa..ha ha
Also I always add a Tablespoon or two of my rub to the sauce I'm making...If you haven't tried either of these methods you should...you never know.
Just one thing, when adding rub to cooked meats and sauces..make sure you are not using a rub that has come in contact with raw meats....just simply set some aside when you make your rub and use that after you're finished smoking.
Enjoy!!!!

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