Date of Defense
Date of Graduation
Ann Veeck, Marketing
Frank Gambino, Marketing
Barbara Sagara, Business Information Systems
wear-out, commercials, advertising
This paper develops a universal definition using industry sources, and also discovers critical factors that have previously not been combined to calculate wear-out. By recognizing the current flaws in calculating commercial wear-out, these eight factors have been able to fill in gaps that achieve an understanding of different approaches in measuring wear-out. Knowing that it is impossible to accurately predict wear-out to an exact measure, it falls to using a check list to know when to continue to cease a commercial airing. By looking at the GRP level, the type of commercial, the length of air time, the length of the commercial, the average pod position and the type of product aired, an advertising planner will be able to make educated decision when planning a campaign.
To review the factors that contributes to the wear-out check list starts with the frequency of a commercial. This in turn will calculate the Gross Rating Points of an ad and can help dictate what pod positioning would be best. The content and length of a commercial attribute to the mood of the commercial and shows how long a viewer will find the ad itself interesting and informative. Having a primed audience or one that is worn in are less important than other factors but still can attribute to the wear-out of a commercial. This is a drawn out process to calculate but will put advertising dollars to their best use and still have consumers embrace a product.
Coombs, Kate L., "Analysis of Commercial Wear-out" (2012). Honors Theses. 1548.
Honors Thesis-Campus Only