ThinkboxThis month’s Chart of the Month show the impact of creative consistency on business effects.
Showcased at the IPA Effectiveness Conference, System 1, in partnership with the IPA, explored how consistency leads to higher creative quality, stronger brands and greater profits. The study analysed 56 brands across digital and TV for 13 different creative consistency features – e.g. Consistent Positioning, Agency Tenure, Consistent Tone of Voice, Soundtrack Commitment, Fluent Device Tenure.
When comparing the most to the least consistent brands, analysis found that a higher proportion of consistent brands reported large business effects. More specifically, 55% of the top consistent brands saw an effect on sales value gain, in comparison to 45% for the bottom 20%. This trend was also seen in market share gain, and profit gain where the difference is double.
This data shows how creative consistency is essential for business growth.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
- June: TV has the highest weekly saturation point
- May: TV (Linear and BVOD) accounts for over half of all ad-driven profit
- April: The TV screen drives the highest ad recall of all devices
- January: TV is a trusted medium
- December: Auditory attention more resilient to distraction than visual attention
- October/November: Auditory attention more resilient to distraction than visual attention
- September: Creativity is the biggest advertising profitability multiplier within our control
- August: Sustaining ESOV essential for brands in 2023
