Overexposure kills TV ads
Tv advertising is dying or even worse, is already dead. Everybody talks about this tragic event, complaining and looking for alternative solutions but, most of the times, avoiding to investigate the causes of this mortal disease. Today, thanks to an article on Mediapost we learn about the “Project Wanamaker” carried out in the US by The PreTesting Company’s MediaCheck. The study, currently engaging 38 advertisers such as Subway, Chevrolet and Pepsi, found out that TV advertising reaches very fast the saturation point. Overexposure and poor creative are the main factors generating lack of interest towards Tv commercials. Campaigns shouldn’t last more than two weeks, or should change the creative to avoid being ignored.