Assume you mean in DBZ, since frieza was one step away from a joke in super
For most of DBZ frieza was some midget with a female voice by genkai from yu yu hakusho, and he was flying around in that pod looking like eggman from sonic. Hard to take him seriously.
Also when Krillin almost ended his shit by blinding him and cutting off his tail, that was just hilarious.
Madara overall was a much more serious character, shame how he died though.
Madara is serious? Freeza in DBZ just killed childred and old man, and exterminate whole race on screen, not Sayajin, but Picolo's race.
Madara wanted to bring peace to Earth, Freeza desired to rule whole universe, that is the difference.
Plus he is litteraly monster then can destroy planets on whim, and don't care about consequences. Madara was just like Picalo Daimao at the best.
Madara did nothing overall. he didn't even kill 5 kage. And was beaten badly by Maito Guy. And later was just destroyed by Naruto and Sasuke. Still was killed by Zetsu lol.
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Frieza initially was more intimidating but then got negged hard by ssj goku. Madara to me never felt that threatening tbh. When he pulled the meteor , he was most threatening. Pain to me felt far more threatening after what he did to konoha.
Freeza wasn't negged, SSJ goku wasn't able to damage him, this is why Freeza basically killed himself. While that wasn't even plot convinience...Freeza was in anger since Goku became so powerful, so he lose control on his own powers.