E108 - Nerd Alert: Ad Wearout...Wearout
Published: May 21, 2026
Duration: 9:55
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore whether the annoyance caused by overexposed ads actually fades over time and what that means for when and how brands should measure campaign effectiveness.
Topics covered:
[01:20] "Ad Wearout...Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference"[02:40] What happens when people see your ad too many times?[03:30] Halloween spiders a...
In this episode, Elena and Rob explore whether the annoyance caused by overexposed ads actually fades over time and what that means for when and how brands should measure campaign effectiveness.
Topics covered:
[01:20] "Ad Wearout...Wearout: How Time Can Reverse the Negative Effect of Frequent Advertising Repetition on Brand Preference"[02:40] What happens when people see your ad too many times?[03:30] Halloween spiders a...