Study: Overexposure, Poor Creative Ruin TV Campaigns

"A new interactive study that uses set-top boxes to monitor second-by-second airing of TV commercials has shown that TV consumers tire easily of traditional five-week-long TV advertising campaigns. Results from The PreTesting Company's MediaCheck initiative--which is currently testing its system in Omaha, Neb. among 2500 homes--showed that campaigns should cut their duration in half.

After two weeks of watching commercials, viewers generally become fatigued, said Weinblatt. The remedy? Give them more interesting commercials."
-- Media Post
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