ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do

One of the most frequently asked questions the Radio Advertising Bureau receives on audio creative involves wear-out. Wear-out is defined as the point where creative testing declines from its peak due to message frequency fatigue. To explore whether wear-out is an issue, the Radio Advertising Bureau commissioned a study from ABX Advertising Benchmark Index, a global leader in creative testing, with half-a-million ads evaluated to date.

The post ABX/RAB Radio Creative Wear-Out Study Validates Mark Ritson’s Conclusion That Consumers Don’t Get Tired Of Ads, Only Marketers Do first appeared on Westwood One.