Every engine maintenance manual I have (literally thousands) states quite catagorically what the service interval is for the plug. In the case of your Briggs engine, (and indeed any Briggs engine less than 15 years old), it's every 100 hours of normal operation. That's 2 hours a week, every week for a year (ish). Obviously this will vary depending on the size of your lawn!
Assuming a 'carb-on-the-tank' model engine, replacng the carb diaphragm will probably cure your rough running, and the plug won't soot up. Cheap and easy fix.
phil_saunders@bigfoot.com
Phil Saunders, February 2009