Frequency and wearout among children

American evidence on how children respond to advertising. Research into frequency and wearout is usually based on adult data, but the research quoted (from Nielsen and MediaWatch) suggests that children can behave very differently.

Frequency and wearout among children

Most research into frequency and wearout is based on adults. Children, however, can behave very differently so the established rules do not apply. Debbie Solomon, JWT Chicago, describes the children's media environment in the US and draws on what research has been done to provide some practical guidelines

Debbie Solomon

This article addresses two questions most children's advertisers ask at some point:

  • How many times should I run my commercial, and
  • When should I stop running it and start using a new execution?

To...

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