More Mutter About Clutter: Extending Empirical Generalizations to Facebook

Karen Nelson-Field, Erica Riebe and Byron Sharp

Ehrenberg-Bass Institute

Management slant

  • Facebook differs little from television and radio in the degree that clutter affects advertising effectiveness.
  • Improvements in advertising recall and brand recall that can be made by reducing advertising clutter are not large enough to justify the cost premium that would be charged to do so. Advertisers (especially for larger brands) are likely to prefer buying additional reach rather than paying the premium for fewer spots but in less cluttered advertising space.
  • Smaller brands are more affected by clutter on the Facebook platform because they are less likely than big brands to stand out from the clutter and be correctly recalled.