In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking? The answer, it turns out, lies in repetition.
The Power of Repetition
Ster’s research reveals that even in a distracted world, repetition can have a significant impact. While consumers may not always be focused on an advertisement, repeated exposure to the same commercial ensures that the brand’s message gradually “wears in” to their subconscious. This means that, over time, a consumer will recognise the brand, internalise its message, and form positive associations. The research shows that multiple exposures can even make distracted consumers more receptive to the commercial, leading to better brand recognition, enhanced brand image, and ultimately, increased purchase behaviour.
But how often should a brand repeat its advertisement for maximum effect? How many exposures are needed to turn casual listeners into loyal customers? And is there such a thing as too much repetition?
Ster’s neuro-research, conducted in partnership with Unravel Research, explored the impact of repeated TV and radio commercials on consumer behaviour. By tracking distracted participants over four weeks, the study provides a clear picture of how repetition influences brand recognition, message transfer, and purchase intentions.
The study shows that even the first exposure to an advertisement can have an impact. For example, both brands with low and moderate brand awareness saw increases in brand recognition after just one exposure. But this initial impact is only the beginning. For “wear-in” to occur—where the brand’s message truly resonates with consumers—multiple exposures are necessary.
The findings suggest that for brand recognition and message delivery, the minimum number of exposures needed to engage a distracted audience is around three to four. This is particularly true for radio, which, due to its simplicity and reliance on sound, attracts more mental attention than television. This means that radio can deliver brand recognition and message transfer more efficiently, even with a relatively low number of exposures.
While TV excels in creating emotional connections through both visual and auditory stimuli, radio offers distinct advantages in reaching a broad audience with minimal distraction. It is especially effective for reinforcing key messages and maintaining consumer engagement over time.
The Impact on Brand Recognition
The effectiveness of repetition heavily relies on the type of media chosen. For campaigns focused on increasing brand recognition or conveying a clear message, radio is often the most effective medium. Radio’s ability to capture attention, even in a distracted environment, makes it uniquely powerful. Its reliance on sound allows brands to infiltrate the routines of consumers, ensuring the message sticks despite background noise or multitasking.
An ideal strategy may begin with TV to spark initial interest and create desire, followed by radio to sustain the momentum and reinforce the brand message. This approach ensures that the campaign resonates through multiple touchpoints, maximising the impact of repetition and increasing the likelihood of desired outcomes.
Repetition is a powerful tool in advertising, especially in a world where distracted consumers are the norm. While repetition is critical, it is crucial to strike the right balance. Research indicates that while there is no evidence of wear-out (a decrease in effectiveness), even after twelve exposures, the impact of repeated exposures can eventually stabilise. By ensuring that a commercial is seen or heard multiple times, advertisers can achieve greater brand recognition, stronger associations, and ultimately – higher sales. The key is to find the right balance: too few exposures can result in a lack of impact, while too many can lead to diminishing returns. With the right strategy, repetition can make all the difference in achieving advertising success. Download the Magic of Repetition whitepaper here.
egta members can view the presentation of the study at the 2025 Market Intelligence Meeting (MIM) here.