One of the most persistent requests we get from clients concerns our point of view on whether advertising wears out. The short answer is yes.

∙ Our comprehensive research over many years confirms that ads, regardless of the media, lose their selling power predictably over time.

∙ Advertisers might wish their ads could run indefinitely with the same effectiveness, but this is not the case.

∙ As more money is spent behind an ad, its selling power decreases even if it remains enjoyable for viewers.

✔ The good news is that wear-out is predictable and manageable with the right strategies. There are ways to manage this effect and maintain advertising returns.

Join us at MSW Research for the first video in our three-part series on advertising wear-out, and contact us for insights on optimizing your ad strategies.