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Funny Ads Beat Frugal in Good Times and Bad

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Humorous ads consistently resonate best with viewers, regardless of the state of economy or year, according to a report by Nielsen, which examined the advertising effectiveness of more than 4,000 ads before, during, and after the "Great Recession."  

Funny ads were 47% more appealing to consumers than pre-recession ads (2006-2007) on average, and 33% more appealing than ads viewed during (2008-2009) and after the recession (2010-2011).

During the recession, there was a notable lift in the effectiveness of sentimental ads, whereas ads focused on product features and promotion/price did not resonate well with viewers—even during tough economic times.

Moreover, the overall performance of narrative and sentimental ads has improved since 2006.


Below additional findings from Nielsen.

Even as many markets continue to face tough economic realities, there's much at stake for advertisers: Global consumer spending is forecast to exceed $450 trillion over the next 10 years, according to the report.

In 2011, worldwide ad spending totaled $488 billion, of which $72 billion was spent on US television alone. 

About the data: Nielsen examined more than 4,000 US CPG ads from 2006 to 2011 and categorized the ads by creative approach: humor, narrative, sentimental, product, promotional and value. The study then evaluated the "effectiveness" of each creative approach via various phases of the recession cycle: pre (2006-2007), during (2008-2009), and post (2010-2011).


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Comments

  • by Christopher Simpson Wed Jun 27, 2012 via web

    What does "effective" mean? Does it mean that when viewers' TV shows are interrupted by a commercial they prefer one that's funny over one that's not? Because I don't know that we need an in-depth study to tell us that.

    On the other hand, if we mean "effective" in terms of boosting sales (which, in the old-fashioned "traditional" style of advertising was the actual point), then this is valuable information. But how did they measure? Certainly not by surveys.

  • by cathlyn Sun Jan 6, 2013 via web

    People do like funny ads. They resonate better with us. However, funny ads donít only have to be funny; they have to be valuable as well. If you want to learn more about humorous ads, read this: http://adcreative.wordpress.com/2012/08/05/how-humor-works-in-advertisement....

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