Wearout can occur when an advert is over-exposed. Advertising wearout is not common but it can be avoided with engaging creative and careful media planning. Decay can set in when brands decide not to advertise for long periods of time and can be very difficult to reverse. The rate of decay is driven by brand size and growth trajectory.
Definitions
Wearout occurs when an advertising campaign loses its effectiveness after repeated exposure. Decay represents the decline in product sales when advertising is discontinued.
Key insights
1. Advertising wearout is rare
Sky’s addressable TV platform, Adsmart, has been running for...