Majority of TV ads fail to deliver long-term growth in market share

System1, the research firm, assessed thousands of television ads in order to determine their potential to drive long-term growth for brands.

Over half of TV commercials fail to deliver any market-share growth for US brands in the long term.

That depressing insight for marketers came from an ad-testing program which has assessed more than 34,000 television spots – drawn from the automotive, beauty, financial, health, tech and charity sectors – in the United States and United Kingdom, and is based on a mix of consumer perceptions and media-spend figures.

Based on this dataset, research firm System1 has constructed a long-term effectiveness spectrum that runs from one-star TV commercials (expected to generate no meaningful growth over an extended period) to five-star spots...

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