1. Creative Wearout

2. Frequently asked questions
How will I know if my campaign is starting to wear out creatively?
How many pieces of copy should I consider to minimise wear out?

3. There are many possible variables that can influence wear out:
How engaging/ memorable the ad is?
What is the campaign weight?
Length of the ad
Is it part of a wider running campaign?

4. Thoughts for consideration: Campaign objectives
Consider objectives for the campaign – short term tactical messages may get away with being louder than longer term brand building campaigns

5. Thoughts for consideration: Copy rotation
Campaigns take longer to wear out than individual executions. Even having two ads played in copy rotation can make a difference.
Remember that for a medium weight (4 OTH/week) campaign heavy CR listeners will heard the same ad 6 or 7 times a week, maybe even longer – a couple of variations on the same theme helps keep the campaign fresh even for these loyal listeners.

6. Thoughts for consideration: Creative strategy
Longer time-lengths, whilst providing high impact, can wear out more quickly. E.g. some charity ads are highly impactful as designed to only be heard once or twice (on limited budgets) – but not to be heard time and time again. If the creative strategy leads to longer time lengths, consider running some shorter time-lengths as well. This can also increase the efficiency of the overall campaign.

7. Thoughts for consideration: Creative execution
Humour can work really well in ads but if it relies on a punchline there may be a limit as to how often the ad can be heard before the joke feels old…unless it is absolutely brilliant, listen-again comedy!
Bear in mind that once you have the studio time and voiceovers booked it’s probably more cost effective to make a couple of ads up front rather than come back into the studio at a later date, so if in doubt worth doing one extra execution at least.

8. Thoughts for consideration: Use your instinct
Use your instinct - how do you think the ad is likely to make you feel once you’ve hear it several times? Try playing it a few times to others to see how the ad makes them feel (in case you’re too close to it). The subtler the tone, the more repeat listens an ad is likely to take.