Episode
Nerd Alert: Ad Wearout...Wearout
- Podcast
- The Marketing Architects
- Published
- May 21, 2026
- Duration seconds
- 595
- Processing state
not_requested
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Summary
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 and a field experiment on frequency [04:00] Memory vs. annoyance: which one lasts longer? [05:30] Why being "in market" changes everything [06:20] What this means for brands with long purchase cycles To learn more, visit marketingarchitects.com/podcast Resources: Kronrod, A., & Huber, J. (2019). Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference. International Journal of Research in Marketing, 36(2), 306–324. https://doi.org/10.1016/j.ijresmar.2018.11.008 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.