The majority of television advertising scores the lowest possible emotional rating
StatBrand & Creativity
Most advertising is not built to grow anything. Across 19,101 US TV ads measured between July 2017 and June 2018, 54% scored one star on emotional response and took 46% of TV media spend. Only 1% reached five stars, taking 2% of spend.
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 12, System1 Ad Ratings, all Automotive, Financial, FMCG, Health & Beauty, Tech and Charity advertising, US, July 2017 to June 2018
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