+39% / 2x / 2.8x
StatBrand & Creativity
The most entertaining ads multiply memory, awareness and image lift
Comparing the top and bottom quartile of ads on showmanship features, the most entertaining ads delivered 39% higher memory lift, 2x brand awareness lift and 2.8x brand image lift.
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. 8 (Brand lift by showmanship features)
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