Why literal, factual, repetitive TV ads are leading to a decline in effectiveness

System1, the market-research firm, conducted a variety of studies that helped determine the impact of changing approaches to TV advertising.

Brands in the United Kingdom and United States are too focused on narrow, goal-oriented TV creative rather than making ads that are based on empathy, relationships and human connection, according to a study by market-research firm System1.

Orlando Wood,...

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