The conventional wisdom is that Republican Super Pac money will overwhelm Democrats in the last six weeks of the fall election. This week Bernstein Research put out some data that lead me to believe that the returns to scale on TV advertising may actually be diminishing.
We believe it is not implausible that at some point, consumers will get so annoyed at having seen a commercial over-and-over again that there could actually be a negative impact. The logic being, consumers would attach negative feelings toward the brand (e.g. presidential candidate), instead of positive ones.
Here is how Bernstein charts it.
Bernstein calculates that in the battleground states 95% of the viewing public will see between 75 and 100 ads for Romney per week. Although classic marketing theory suggests that seeing more than three spots per week on a product produces diminishing results, we have never seen such “ultra-high frequency” in advertising.
Only time will tell if we have hit a wall on political TV advertising and Karl Rove’s grand scheme for buying the election fails.