Ads wear in, not out: longer-lived campaigns build recognition faster
r=0.52
distinctiveness correlation
+15%/yr
annual recognition growth
StatBrand & Creativity
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
Go to the originalMore from this source
StatConsistent brands' ads get better every year - inconsistent brands' ads get worseStatAd distinctiveness compounds only for consistent brandsStatConsistency more than doubles what a point of ESOV buysStatThe most consistent brands create nearly five times the brand effectsStatHigh-consistency brands report very large profit growth six times more oftenStatThe most consistent brands earn four times the advertising ROIWarningNo inconsistent brand grew distinctiveness - noneStatBrands that keep their agency create measurably better advertising every yearPrincipleAgency tenure predicts effectiveness - CMO tenure does notStatConsistent creative foundations multiply every brand effect, up to seven-foldCaseAdding radio and OOH lifted Meta CTR by 86% at stable spendStatThe most consistent brands are eight times more likely to build differentiation