Posted in Marketing and Strategy Terms, Total Reads: 328
Definition: Commercial Wearout
Commercial wearout refers to the stage at which he effect of an advertisement on the brand’s sale is zero or negative because of repeated printing or airing. It happens when ads appear on TV or online so often and in so many different places that they not only stop selling the good or service but also start irritating the audience.
● creating a behavioural response among the audience
● communicating the brand’s message
● producing a brand response, or in other words inducing sale of the product/service
Commercial wearout in terms of annoying viewers is rare and in reality, the life of many advertisements is longer than perceived by marketers. However, commercial wearout has become a common problem for ads which provide product news. The people who find the product useful will make the purchase after viewing the ad once, while those who are not convinced will not change their minds even after repeated viewing. In a dynamic environment, ads related to technology become less effective over time because of product obsolescence. Further, ads that refer to current trends or popular culture events often become less enjoyable and relatable over time.
A relevant example of commercial wearout is the advertisements that are aired before every video that is played by viewers on YouTube. Clearly, one precaution that can be taken by marketers to avoid early commercial wearout is ensuring that a particular advertisement is not over-aired or over-distributed in the same spot, no matter how popular it becomes.