Wearout
Modern research from companies like System1 Group, Kantar and analytic partners indicates that wear-out rarely occurs for target consumers, challenging the long-held assumption that advertising effectiveness diminishes over time.
"Analytic Partners put a heaping mound of data on this debate. They looked at the effectiveness of over 50,000 ads in 2020 to see if their impact was wearing out. They found that 14 of them — FOURTEEN — showed signs of wearing out. That’s 1 in 3600. That’s 0.03%. In other words, 99.97% of ads were going strong, doing fine, and didn’t need to be replaced." — Ethan Decker
"A major manufacturer once reviewed thousands of econometrics analyses and concluded that there was no evidence of wear-out in any of their campaigns they'd run anywhere in the world" — How Not to Plan
"Millward Brown concludes that genuine wear-out is rare, and limited to 'new news' ads. Campaigns are more likely to wear in than out" — How Not to Plan