50%
StatBrand & Creativity
Half of all ads are less engaging than footage of cows grazing
Peter Field and System1 found that 50% of ads are less engaging than watching cows grazing in a field. The most common emotional response to ads is now neutrality.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
p. 4 (Peter Field & System1)
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