Wear-Out Calculator

Tool for estimation of efficient media investments before possibility of TVC’s wear-out occurrence.
By Wear-out is meant drop of TVC’s possibility to build up awareness that Brand is advertised.


Number of active in media category players(category media clutter)

Highly consolidated category (one brand keeps more than 60% SOV)


Brand Loyalty (size of loyal to Brand audience among all Category buyers)

TV copy

Accent of the message

Level of creativity (5 - outstanding, 1 - very bad)

The main task assigned to the TVC


Media weight before possible Wear-Out, TRPs

Note! This is a simplified version. For your category results may differ. If you have tracking data for your Brand and/or Category we can provide you with more comprehensive analysis. For more details please contact ZenithOptimedia Ukraine