Download the Research
System1 and the IPA reveal the world’s largest study on creative consistency. Compound Creativity is an analysis of 4,000+ ads from 56 brands spanning 5 years and representing £3.3 billion in TV ad spend across 44 categories, leveraging data from System1’s Test Your Ad platform, YouGov, and the IPA Effectiveness Databank, a robust collection of more than 1,500 awards entries from the last 40 years.
The findings at a glance:
- Consistent brands make more effective advertising. The research dives into the System1 Star Rating (brand-building potential) for the most consistent brands and how it compares to the least consistent brands, as well as how this Star Rating changes over time. System1 and the IPA also showcase the benefits of longer agency tenures.
- Consistent brands are stronger brands. How do the most consistent brands rank on brand fame, brand popularity and Very Large Brand Effects? The study highlights the impact on effects such as brand awareness, differentiation, creating brand values and building salience and fame.
- Consistent brands generate more business effects. IPA Effectiveness Databank data reveals how the most consistent brands perform against Very Large Business Effects, including sales value gain, profit gain, market share gain and more.
- Creative inconsistency is costly for brands. Learn how consistency (or lack thereof) impacts media spend. System1 and the IPA dive into the cost of change, or the level of investment that less consistent brands need in order to achieve the same level of growth as the most consistent brands.
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