Closing the effectiveness gap with media money would cost more than all US TV advertising
StatBrand & Creativity
To make US advertising in the three duller quartiles perform as well as the Non-Dull quartile, brands would need to spend an extra $189bn a year. That is roughly the GDP of Greece, and considerably more than the entire annual US TV advertising spend of $66.1bn.
Source
Another Dull Whitepaper: The Extraordinary Cost of Dull - launched at Cannes Lions 2024 (2024)
Jon Evans (System1), Adam Morgan (eatbigfish) and Peter Field
p. 15-17, The Extraordinary Cost of Dull (2024). An opportunity-cost model, not measured waste
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StatFeeling nothing is the single most common reaction to a television adStatB2B advertising produces even less emotional response than consumer advertisingPrincipleNeutrality is the dark matter of advertising - invisible, inert, and larger than everything else put togetherCaseA 20-second film of grazing cows beats more than a quarter of all advertisingStatDullness kills happiness and surprise while leaving negative reaction untouchedWarningPlaying safe removes the upside of an ad without removing its downsideStatB2B advertising loses positive emotion to dullness at exactly the same rate as consumer workStatThe dullest quartile of advertising buys roughly a thirteenth of the share growth of the most interestingStatThe UK cost of dull is more than twice the country's entire television ad spendStatMarketers already put the most money behind their most interesting consumer advertisingWarningUK B2B puts more than half its television money behind its dullest advertisingStatUS B2B spreads its money evenly across dull and interesting work alike