Get a first look at the latest research on creative consistency
Using data from the IPA Effectiveness Databank, System1 reveals groundbreaking new research looking at 4,000+ ads from 56 brands across 44 categories, spanning 5 years and representing £3.3 billion in TV ad spend.
From this, we've defined a new multi-year brand metric, the Creative Consistency Score (CCS) to understand how consistency impacts creative quality, brand effects and business effects.
Dive into the research to learn more about the impact of wear in, longer agency/brand tenures and consistent use of distinctive assets.
