langbourne rust research, inc. opening comments by lang rust sept. 10, 1998 the kid wear-out debate

Langbourne Rust Research, Inc.

Opening comments by Lang Rust

Sept. 10, 1998

The Kid Wear-out Debate

Langbourne Rust Research, Inc.

Wear-out or Wear-in?

Do kid advertisers repeat copy» too much» too little

Langbourne Rust Research, Inc.

What policy is right?

For given media dollars Do kids need more….

» Repetition» New Creative

Langbourne Rust Research, Inc.

Wear-in

Kids learn by repetition Kids like repetition

» Changing creative undercuts learning» High frequency gets sales

Langbourne Rust Research, Inc.

Wear-out

Kids learn fast Repetition loses their attention

» High frequency wastes money» New creative pays back

Langbourne Rust Research, Inc.

Some data on kids TV...

Kid attention

to repeated copy

Langbourne Rust Research, Inc.

Kid Watch ©

Langbourne Rust Research, Inc.

Design

Mall recruit, One-on-one» 150 kids per test

Camouflaged design

» Ad embedded in TV show

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Procedure

Standard room layout

Faces videotaped» Attention measured at 2-sec intervals

Exposure is not forced » Free to disengage

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Ad placement

In program In clutter Repeated

» Test ad plays twice» 5 minutes apart

Track attention each time

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Sometimes kids watch ...

Langbourne Rust Research, Inc.

Sometimes they don’t

Langbourne Rust Research, Inc.

Wear data

Short-term wear-in/wear-out» One repetition

54 ads 7800 kids

Langbourne Rust Research, Inc.

Wear-in happensAd #18: Attention on 2 Viewings

31

39

0

5

10

15

20

25

30

35

40

45

First Viewing Second Viewing

Langbourne Rust Research, Inc.

Wear-out happens

Ad #18: Attention on 2 Viewings

40

22

0

5

10

15

20

25

30

35

40

45

First Viewing Second Viewing

Langbourne Rust Research, Inc.

Wear-out happens more often

Frequency of Wear-out vs Wear-in

0

2

4

6

8

10

12

14

16

18

Gain 5 to10

Gain 0 to4

Lose 1 to5

Lose 6 to10

Lose 11to 20

Lose 21to 30

Number of Commercials

base = 54 commercials

Wear-inWear-out

Langbourne Rust Research, Inc.

It depends on the kids’ age Age Differences in WearOut

-3

-7

-10-9

-14

-17

0

-20

-15

-10

-5

0

5

AverageAttentionChange

6 7 8 10 11 129

Child's Age

Wear-out

Wear-in

Langbourne Rust Research, Inc.

It depends on copy

-35

-30

-25

-20

-15

-10

-5

0

5

10

Change in Attention V1 to V2

No change

Gain

Loss (WearOut)

Langbourne Rust Research, Inc.

Changes can be partial

View 1

View 2

3 5 7 9 11 13 15 17 19 21 23 25 27 29

seconds into commercial

percent attending

Ad #20 - Second to second attention, Views 1 & 2

Langbourne Rust Research, Inc.

Changes can be total

View 1

View 2

3 5 7 9 11 13 15 17 19 21 23 25 27 29

seconds into commercial

percent attending

Ad #43 - Second to second attention, Views 1 & 2

Langbourne Rust Research, Inc.

Ages wear in different ways

-12

-10

-8

-6

-4

-2

0

2

4

Age 6

Age 9

Age 11

Second-to-second wear-out over all commercials

seconds into commercial

1 3 5 7 9 11 13 15 17 19 21 23 25 27 295

Changein

attentn

Langbourne Rust Research, Inc.

Campaigns can wear out

Attention flow, Cheeriodle CampaignFirst 3 years

0

10

20

30

40

50

60

70

80

1-10 11-20 21-30Seconds into commercial

Pe

rce

nt

Att

en

din

g

year 1

year 2

year 3

Langbourne Rust Research, Inc.

And be rejuvenatedAttention flow, Cheeriodle Campaign

Years 4 to 6

0

10

20

30

40

50

60

70

80

90

1-10 11-20 21-30

Seconds into commercial

Per

cen

t at

ten

din

g

year 4

year 5

year 6

Langbourne Rust Research, Inc.

It all depends on what we do

So let me introduce our panelists….

» Rebecca Randall - MaMaMedia– VP Marketing & Brand Development

» Alan Gersten - Campbell Mithun Esty KidCom

– Sr VP Group Media Director

Langbourne Rust Research, Inc.

Rebecca Randall - MaMaMedia

Langbourne Rust Research, Inc.

Alan Gersten - CME/KidCom

Frequency: HIGH

Langbourne Rust Research, Inc.

Alan Gersten - CME/KidCom

Wear-out: LONG

Langbourne Rust Research, Inc.

Langbourne Rust Research, Inc

langrust.com lang@langrust.com

914-769-3113

Langbourne Rust Research, Inc.

In your work

Do kids ever wear out … What does it depend on ... What do you do about it …

Langbourne Rust Research, Inc.

Langbourne Rust Research, Inc.

Copy objectives vary

Communicate facts - News Build associations - Image Top of mind - Highlighting

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Langbourne Rust Research, Inc.

Langbourne Rust Research, Inc.

Langbourne Rust Research, Inc.

Langbourne Rust Research, Inc.

The different hats of wear-out

= Burned out = Stale = Boring = Overlearned

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Wear out issues in your business

Any ad, banner, program, series» Run too long vs should run longer

Take sides, tell your story

Langbourne Rust Research, Inc.

What wears, what doesn’t

Comedy Adventure News Music