PLAIN-LANGUAGE DEFINITION
Creative fatigue
Creative fatigue describes declining response associated with repeated exposure to a creative.
IN PRACTICE
An example
A team may investigate a falling response rate alongside rising audience frequency.
What this does not tell you
A decline can have other causes; the metric pattern alone does not prove fatigue.
Use the term precisely
When you use this term in a brief or report, include the relevant source, scope and assumptions. An example explains the concept; it is not a benchmark or a promise of results.