Assessing creative wearout in magazine advertising validating uk findings on wearout based on us data

During 1991 Millward Brown conducted some landmark research in the United Kingdom (UK) investigating creative “wearout” in magazines. The study examined the hypothesis that after a certain number of advertising exposures, the effect of an individual magazine advertisement diminishes ~ it begins to “wearout” in its ability to create advertising awareness for the brand.

Findings from the 1991 MagTrak study did, in fact, confirm the presence of creative wearout in magazine advertising. Further, the study quantified the average rate at which creative wearout occurred. These findings were expressed in terms of magazine exposure frequency and changes in contributions to magazine advertising awareness for the brand. The following chart captures the magazine creative wearout rate we observed.

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