A third of ads use humour and this is in decline | WARC | The Feed
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A third of ads use humour and this is in decline
One-third of ads use some form of humour and those that do are more effective, but this has been in decline since the global recession of 2009, according to research from Kantar.
Why it matters
Only 33% of the ads analysed by Kantar incorporate some form of humour, despite half of their Creative Effectiveness Award winners using humour.
Recent winners of the WARC Awards for Effectiveness have also used humour to stand out among consumers, including supermarket Aldi and restaurant chain KFC.
Humour can play an important role in increasing the effectiveness of advertising as it...
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