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 Knowledge at Hand summary 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. But key to remember is that while individual commercials may fade, a strong advertising strategy rarely loses its luster.
- Format: White Paper, March 2018
- Source: The ARF