Know-How Exchange : Advertising/PR

I haven't done these for a while, but here's what I recall:

If your top viewing quintile has reached 15+ exposures for the same commercial, then you should probably be thinking about replacing it with another/new execution.

I've seen this increased as high as 20 when there are more than 3 commercials in rotation, or when there's a flighting pattern. I've also dealt with clients who get nervous when that number gets to 12.

From what you've said, just on judgment, you're not close to wear-out. But I'm not sure there is any hard rule (or rule of thumb) that should guide you. If you're continuing to build awareness, don't be too concerned.

There's an old adage that commercials wear out faster in the boardroom than in the livingroom. Just because your management has seen the commercial dozens of times, don't assume your target audience has.

That said, if the commercials haven't done much for awareness or business after a decent exposure level, maybe it's the creative execution, and that's far more important than the frequency level against even your top-viewing quintile.