WWO: Listeners Don’t Tire of Ads
This week’s Cumulus Media | Westwood One Audio Active Group blog looks at research commissioned by RAB to investigate “wear-out”: the point where creative testing declines from its peak due to message frequency fatigue. They key findings include: 1) Consumers don’t get tired of ads, only marketers do: The
ABX AM/FM radio creative study for RAB proves legendary marketing professor Mark Ritson was right; 2) Wear-out of AM/FM radio ads is virtually non-existent: Only two of 25,000 ads showed a decline in some creative effectiveness metrics. Two major creative effectiveness measures, branding and messaging, showed no wear-out; 3) The two ads showing differences were at the top end of cumulative spending and time in market: Two years in market and $8M+ of spend is where creativeness effectiveness might start to wane; 4) Repeat testing of 10 of the 12 longest running AM/FM radio ads reveals no statistically significant erosion; and 5) The giants of marketing effectiveness and creative testing conclude wear-out is non-existent: Take it from Les Binet/Sarah Carter, ABX, Kantar, System1, and Analytic Partners. See the full blog post here.
reveal that AM/FM ads far outperform most social media ads. For example, the firm Adelaide found that for revery $1,000 spent on AM/FM ads it would require spending $2,635 on Facebook ads for the same amount of attentiveness. However, it also found that just $698 of YouTube ads would yield the same degree of attentiveness as $1,000 of AM/FM advertising. The blog post also addresses the myth that video ads are necessarily more effective than audio ads. 
