Multi-spot TV advertisements are evaluated to be an advertisement strategy effective in increasing effectiveness of advertisements by reducing advertisement wear-out and tedium experienced by consumers as a result of the repetition of single ads. In this study, content analysis has been performed to analyze the characteristics of multi-spot TV advertisements. An experimental study was performed to verify the advantages of multi-spot TV advertisements over repetition of the same advertisements, with the parameters of product involvement and brand familiarity. First, a total of 8,170 TV advertisements aired between January 2011 to June 2012 in Korea were used to analyze the current state and characteristics of multi-spot TV advertisements. Results showed that 2,378 advertisements, accounting for 29.1% of all aired advertisements, had been produced in multi-spot advertisement form. In the next phase of the study, a total of 16 test TV advertisements were produced, varying in the type of multi-spot advertisement strategy used, product involvement and brand familiarity. A summary of the results of the study is as follows. First, multi-spot TV advertisements were shown to cause lower ad wear-out than single repetition advertisements, and more friendly advertisement and brand attitudes. Also, among the multi-spot TV advertisement types, the advertisement effect of complex variation ads was found to be generally higher than other types. Second, with high involvement products, substantive variation and complex variation were found to have higher advertisement effects than cosmetic variation and single ad repetition, while with low involvement products, cosmetic variation and complex variation had stronger advertisement effects than single ad repetition and substantive variation.