Do marketers need to change their ads often in order to stay connected with people or do ads have staying power that can deliver over time? With marketing budgets under constant pressure, marketers need to understand when it’s time to switch gears, and how to evolve without compromising consistency.

Do ads come with an expiry date, or do they set in as they become more familiar?

Kantar’s tracking data shows that there is no evident impact of how long the ad has been running on ads’ performance. Comparing the second burst of TV tests to the first, approximately a third of ads show no change in performance, while around a third has decrease, and a third with increase. What this shows us is that wear out is not some unavoidable destiny for ads, it is possible to create strong ads that can maintain their success.