Creative quality explained ten times more category value than advertising weight alone
CaseBrand & Creativity
In the same UK Cereals period, total brand sales across the category moved £56.6m year on year. A quantity-only model explained £3.4m of that. Quantity plus creative quality explained £37.1m. The £33.7m difference is what System1 attributes to creativity in that category in that period.
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 9, System1 UK Cereals validation, 12 brands, 55 ads
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