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...