Recession increases wear-out of TV commercials

The current economic situation will move advertisers to run more often the same commercial or ad. This despite the increased wear-out of TV commercials. Wear-out refers to a situation that an ad or TV commercial gets unnoticed - because of lack of interest- or even creates irritation because of the high showing frequency. For print advertisements this point is reached after three ads, which proves the effectiveness of print advertising. This figure has been stable over the last 10-15 years. For TV advertising the wear-out figure has plummeted from 15-20 exposures during that same period to only 8 now. Advertising Age has some interesting views on this subject in a recent article.