Consistent brands' ads get better every year - inconsistent brands' ads get worse
StatBrand & Creativity
Over five years, the most consistent third of brands improved their advertising's emotional quality by +0.23 star rating per year (3.1 to 4.0) while the least consistent third declined by -0.08 per year (2.6 to 2.3). Consistency does not just preserve ad quality - it compounds it, and inconsistency actively erodes it.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 18-19 (80 UK brands, ~4,000 ads tested with 600,000+ people over 5 years)
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