In advertising, understanding the dynamics of wear in and wear out is crucial.

As media investment behind a brand asset increases, so does recognition and brand association.

However, over time, preferences may decline—a phenomenon known as wear out.

In a recent case study, we observed a doubling in brand recognition from initial exposure to 24%.

But preference, measured as the difference between those who saw the ad and those who didn’t, showed a decline over time.

To effectively gauge advertising performance, we employ time series analysis. This method combines media investment, impressions, and preference changes to calculate a relative preference impression score.

Interestingly, ad likability tends to increase with familiarity, while buzz generated by new ads diminishes over time.

Understanding these dynamics is key to optimizing advertising strategies and maximizing long-term impact.

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