Do TV ads work harder as they “wear in”?
WEAR-IN OF ADVERTISING MEMORIES
There is one way in which individual executions can be said to wear in. One of the key roles of repetition of advertising is to help build advertising memories. This is illustrated by the Andrex example below, where it takes time for memories of the new execution to supercede old advertising memories.
Andrex long-term ad awareness
In this sense, the little boy execution has worn in — but not through increased cut-through or improved communication. It's very unusual for there to be a change in the nature of the response to an ad.
WILL AN EXECUTION IMPROVE WITH REPEATED VIEWINGS?
Wear-in in response could be said to have occurred if we saw an improvement over time in any of the following areas.