Consistency more than doubles what a point of ESOV buys
StatBrand & Creativity
Brands in the most consistent third earn an expected ESOV efficiency of 1.7 against 0.7 for the least consistent - the same excess share of voice buys the consistent brand well over twice the market growth.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 18
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