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TV advertising wearout has bedeviled marketers for decades. At what point does a TV ad lose its potency? Or the reverse – how much media weight is needed before a TV ad starts to wear in and impact the business?
This summary, part of the ARF's Knowledge at Hand series, synthesizes the latest insights on the wearout/wearin conundrum, recognizing that the TRP tipping point will vary depending on the product category or industry vertical. Among the findings:
- In general, advertising strategies tend not to wear out. Rather, it is the execution which tires
- Wearout can be affected by factors such whether type of creative message, presence of strong competition, message novelty, the number of product ads airing simultaneously, and targeting strategy.
Research remains conflicted regarding the level of attention and exposure necessary in order to achieve the desired benefits of creative advertisements, i.e., there appear to be no magic numbers or simple rule of thumb.