Entertainment makes media budget work harder at every spend level
market share reporting
1.6x higher35%
least showmanship
57%
most showmanship
StatBrand Strategy
Showmanship pays at every budget level and pays most at the largest. Market share reporting rises from 20% to 35% at small spend and from 35% to 57% at extra-large spend when comparing the least to the most showmanship. In short-form, the most showmanship-heavy TikTok ads delivered +39% ad recall lift, twice the brand awareness lift and 2.8x the brand image lift.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figures 44-45, p. 42, The Creative Dividend (Effie x System1, 2026), 847 TikTok short-form ads
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StatCreative quality and media support together explain most of what a campaign achievesPrincipleCreative Dividend and Excess Share of Creativity - creative advantage, then creative advantage at scaleStatCreative advantage backed by media raises the odds of market share growth in a straight lineStatThe profit payoff from creative advantage compounds rather than accumulatesPrincipleDistinctiveness turns spend into revenue, emotion turns revenue into profitStatDistinctive and emotional work multiplies profit hardest on the smallest budgetsStatCreative quality is the largest profit multiplier a marketer actually controlsWarningMarketers rank targeting above creativity, and the data says it is the other way roundStatCampaigns that deliver several business outcomes are dramatically more likely to deliver profitStatRevenue is the easy result, profit is the rare oneWarningStacking short-term objectives onto a campaign drives its chance of profit to zeroStatThe rise of short-term campaign objectives tracks platform revenue almost perfectly