The dullest quartile of advertising buys roughly a thirteenth of the share growth of the most interesting
StatBrand & Creativity
Modelling every brand at 5% market share with +10 points of Excess Share of Voice, Non-Dull ads are projected to deliver 1.30 points of annualised market share gain. Moderately Dull deliver 0.60, Very Dull 0.30 and Extremely Dull just 0.10. Identical media money, one thirteenth of the growth.
Source
Another Dull Whitepaper: The Extraordinary Cost of Dull - launched at Cannes Lions 2024 (2024)
Jon Evans (System1), Adam Morgan (eatbigfish) and Peter Field
p. 15, The Extraordinary Cost of Dull (2024), System1 Test Your Ad, n>55,000 US TV ads
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StatFeeling nothing is the single most common reaction to a television adStatB2B advertising produces even less emotional response than consumer advertisingPrincipleNeutrality is the dark matter of advertising - invisible, inert, and larger than everything else put togetherCaseA 20-second film of grazing cows beats more than a quarter of all advertisingStatDullness kills happiness and surprise while leaving negative reaction untouchedWarningPlaying safe removes the upside of an ad without removing its downsideStatB2B advertising loses positive emotion to dullness at exactly the same rate as consumer workStatClosing the effectiveness gap with media money would cost more than all US TV advertisingStatThe UK cost of dull is more than twice the country's entire television ad spendStatMarketers already put the most money behind their most interesting consumer advertisingWarningUK B2B puts more than half its television money behind its dullest advertisingStatUS B2B spreads its money evenly across dull and interesting work alike