$4.40 vs $7.10
StatBrand Strategy
The dullest advertising returns around 40% less than the least dull
Dull advertising costs money directly. The dullest campaigns in the dataset average $4.40 ROI against $7.10 for the least dull, roughly 40% lower. Neutrality is highest in pharmaceutical, healthcare and B2B at 46%, and lowest in food and drink at 35%.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figures 27-28, p. 29-30, The Creative Dividend (Effie x System1, 2026), 147 campaigns
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