Budget allocation shows no relationship to the emotional quality of the work it buys
WarningBrand & Creativity
Media money is distributed almost independently of creative quality. Plotting dollar spend against star rating across US advertising shows large budgets sitting behind one-star ads at roughly the same rate as behind five-star ads.
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 13, System1 Ad Ratings, US, July 2017 to June 2018
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PrincipleFluent Device - a brand-owned character that carries the drama across more than one adStatCampaigns with a brand character are more likely to deliver very large long-term effectsStatA brand character raises the odds of very large market share and profit effects by roughly a thirdWarningBrand characters do not buy you pricing powerStatBrand characters shift the whole distribution of emotional response upwardPrincipleA recurring character makes correct brand attribution close to automaticStatAlmost no advertising uses a brand character, which is exactly why it still worksStatThe use of brand characters in award-winning long-term campaigns has collapsed since 1992WarningThe pursuit of relevance may be what killed the brand characterStatBrands leave their own character on television instead of using it where the impressions areCaseBritish Gas and Wilbur the Penguin in a single static press adPrincipleFame, Feeling and Fluency - the three things advertising has to produce