r=0.52, +15% / year
StatBrand & Creativity
Ads wear in, not out: longer-lived campaigns build recognition faster
Ad wear-in is measurable: the longer a brand keeps its ads alive, the faster its distinctiveness grows (r=0.52, p<0.01 across 80 UK brands and 4,000+ TV ads). The brand with a 713-day average campaign life gains +15% ad-brand recognition annually. Retiring ads early forfeits recognition they were still building.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 13
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