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


Wear-out or Wear-in?

Do kid advertisers repeat copy» too much» too little


What policy is right?

For given media dollars Do kids need more….

» Repetition» New Creative


Wear-in

Kids learn by repetition Kids like repetition

» Changing creative undercuts learning» High frequency gets sales


Wear-out

Kids learn fast Repetition loses their attention

» High frequency wastes money» New creative pays back


Some data on kids TV...

Kid attention

to repeated copy


Kid Watch ©


Design

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

Camouflaged design

» Ad embedded in TV show


Procedure

Standard room layout

Faces videotaped» Attention measured at 2-sec intervals

Exposure is not forced » Free to disengage


Ad placement

In program In clutter Repeated

» Test ad plays twice» 5 minutes apart

Track attention each time


Sometimes kids watch ...


Sometimes they don’t


Wear data

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

54 ads 7800 kids


Wear-in happensAd #18: Attention on 2 Viewings

31

39

0

5

10

15

20

25

30

35

40

45

First Viewing Second Viewing


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


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


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


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)


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


Changes can be total

View 1

View 2

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


percent attending

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


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


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

Changein

attentn


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


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


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


Rebecca Randall - MaMaMedia


Alan Gersten - CME/KidCom

Frequency: HIGH


Alan Gersten - CME/KidCom

Wear-out: LONG


Langbourne Rust Research, Inc

langrust.com [email protected]

914-769-3113


In your work

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


Copy objectives vary

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


The different hats of wear-out

= Burned out = Stale = Boring = Overlearned


Wear out issues in your business

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

Take sides, tell your story


What wears, what doesn’t

Comedy Adventure News Music

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

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