New Research Challenges Advertising Assumptions on Creative Longevity

Recent research conducted by Ad Net Zero Ireland has revealed that effective television advertising can maintain its impact for years without significant decline. This challenges the long-standing belief in the advertising industry regarding creative “wear-out.” Titled “The Sustain/Ability Gain: How Impactful Creative Can Take You Further with Less,” the study analyzed 162 TV campaigns that aired in Ireland from January 2022 to January 2025.

The research employed neuroscience methods and behavioral psychology frameworks, offering the first localized data on creative longevity in the Irish market. It aims to provide guidance on minimizing advertising’s carbon footprint while ensuring campaign effectiveness. This report was a collaboration between Ad Net Zero Ireland and various trade bodies, including IAPI, AAI, MII, CPI, and IAB Ireland, reflecting a collective commitment to addressing climate and sustainability issues.

Findings on Campaign Longevity

Developed by Havas Media, WPP Media, and Futureproof Insights, the research utilized robust quantitative and qualitative data supplied by Amarach. It found that campaign performance remained consistent across all stages of the lifecycle, from under six weeks to over three years post-launch, showing no evidence of decline. The results indicated that well-crafted creative delivered stable impact scores, regardless of the campaign age or heavy exposure levels.

The study concluded that the notion of inevitable creative fatigue is unfounded, as campaigns across various product categories—ranging from fast-moving consumer goods to financial services—exhibited similar patterns of performance. Notably, older campaigns in less emotional categories, such as utilities and public sector advertising, often matched or surpassed the performance of newer campaigns in more competitive sectors.

Media Weight and Creative Effectiveness

Researchers explored the effects of varying media weights, including levels exceeding 100 television ratings points per week, which are typically avoided due to concerns over creative wear-out. The data showed no systematic decline in effectiveness at high exposure levels, and in some cases, performance improved across key metrics such as engagement, memorization, and purchase intent. The report asserted that “high media weight does not diminish creative effectiveness; well-crafted assets thrive under scale.”

Using advanced tools like electroencephalography and eye-tracking technology, researchers identified the critical factors behind sustained effectiveness. By analyzing the brain responses of over 600 participants during simulated TV viewing experiences, the study found that simpler, well-structured creative consistently outperformed more complex executions. Lower cognitive load facilitated better attention, memorization, and behavioral outcomes.

Implications for Sustainability

The findings suggest that reusing effective creative assets can extend return on investment, lower production-related emissions, and enable media planners to confidently support fewer, stronger assets. This approach addresses resource waste, as industry data indicates many creative assets remain unused despite their production costs. Jill McGrath, CEO of TAM Ireland, emphasized in the report’s foreword that “reusing creative helps lower the overall carbon output of your brand and ensures its impact maximizes return.”

The research also provides practical guidance for brands considering creative reuse, including a six-point checklist that assesses brand consistency, market relevance, performance data, legal clearances, adaptation costs, and the competitive landscape. The authors recommend brands pursue iterative updates with subtle changes rather than complete creative overhauls.

Future research directions include examining cross-media wear-out beyond television, analyzing media scheduling strategies and their effects on effectiveness and carbon emissions, and assessing personalized versus standardized creative assets. While the current study was confined to television due to the availability of ratings and air-time data, the hope is that these findings will foster further discussions on sustainability in media.

Kerrie Patten from Havas Media highlighted the methodology used in the research, stating, “By partnering with Future Proof Insights and Amarach Research and combining neuroscience tools like EEG and Eye Tracking with large-scale behavioral psychology research, this study goes beyond self-reported measurement approaches.” Chris Cashen from WPP Media urged professionals in the Irish commercial creative sector to engage with the findings, noting the lack of existing Irish data on this topic.

Siobhan Masterson, CEO of IAPI, concluded by remarking that “this report is a vital step forward for our industry. The climate crisis demands urgent action, and our sector has a central role to play in driving positive change.” By providing Irish-specific data and insights, the study equips the industry to make informed, impactful decisions, ensuring that sustainability is at the forefront of advertising practices.