RAB (Radio Advertising Bureau) contracted ABX (Advertising Benchmark Index) to conduct a new study reporting on marketing wear-out. This looked at whether or not hearing an ad over and over reduces its effectiveness. Guess what? It doesn’t effect radio advertising!

Some key points found in the study:

• Consumers don’t get tired of ads, only marketers do.
• Wear-out of AM/FM radio ads is almost non-existent.
• The two ads showing differences were at the top end of cumulative spending and time in market.
• Repeat testing of ten of the twelve longest running AM/FM radio ads reveals no statistically significant erosion.
• The giants of marketing effectiveness and creative testing conclude wear-out is non-existent.

25,000 ads were studied and only two of them showed a sense of decline in an area of effectiveness.  The ABX Index refers to the summary of the study. Four factors are looked at: clear brand, messaging, reputation, and call-to-action. The ads in the research had been airing for two years and had a national budget of $2 million spent.

This is kind of a no-brainer…higher performing ads kept their longevity while the not-so-great performing ads remained as poor performers.

A few things to keep in mind, according to these results and Westwood One:

You have to be patient. Knowing you aren’t going to see results right away will help in understanding the ad is working, it just takes time.

New marketers don’t need to reinvent the wheel. Many times they want to take a deeper look into a campaign and then try to make it even bigger. If the ad is working, let it ride.

Don’t forget older ads that had an impact. Check out some oldies and make them newbies! There are a lot of untapped resources from those before us.

 

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