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 wearout?

3. Unfortunately there are no scientific answers to these questions  There are some many possible variables that can influence wearout:  How engaging/memorable the ad is?  What is the weight of campaign?  Length of the ad  Is it part of a wider long-running campaign?

4. Thoughts for consideration  Campaigns take longer to wear out than individual executions. Even having two ads played in copy rotation can make a difference

5. Thoughts for consideration  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 evening longer – a couple of variations on the same theme helps keep the campaign fresh even for these loyal listeners

6. Thoughts for consideration  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.

7. Thoughts for consideration  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.

8. Thoughts for consideration  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!

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

10. Thoughts for consideration  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 1 extra execution at least.