Kantar published a Marketing Week column by Mark Ritson validating Kantar's perspective on ad burnout and evidence showing that wear-out is not an unavoidable destiny for ads.

Kantar is the world’s leading marketing data and analytics business. We deliver the intelligence needed to power brand growth. We provide the signals that help organisations act quickly and confidently. We empower brands to make effective marketing decisions based on predictive evidence. And we help them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by our uniquely robust human and synthetic data, our unrivalled IP, our AI-native platform and the team of global brand experts that bring this all together.