Adding creative quality to a share of voice model roughly triples its predictive power
StatBrand & Creativity
In a validation across the entire UK Cereals category, predicting market share gain from TV extra share of voice alone correlated 0.25 with actual growth. Adding creative quality as a multiplier, ESOV times Star Rating, raised the correlation to 0.81.
Source
Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)
System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field
Slide 8, System1 UK Cereals validation: 12 brands, 55 ads, £24m+ TV spend, £700m annual category value
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