Ads that viewers find humorous are more likely to hold consumers’ attention and to be considered likeable, but they’re no more likely to spur purchasing than ads that aren’t funny, according to an Ace Metrix study of all television advertisements that aired in 2011 and first-quarter 2012. To be effective, ads must be relevant and informative, regardless of whether they are funny.
One fifth of all ads aired during 2011 and the first quarter of 2012 were humorous. [The study used a “Humor Index” which rated ads’ humorous content based on consumers’ unsolicited reactions to the ads.] There were no significant differences in consumers’ perceptions of humor in advertising, even when ads “poked fun at” specific demographics.
Ads aired during the Super Bowl, for example, were considered three times funnier than average ads, but weren’t significantly more likely to lead to purchases.
Source: “Is Funny Enough? An Analysis of the Impact of Humor in Advertisements” July 2012, Ace Metrix, Jonathan Symonds, EVP Marketing, 2115 Landings Dr., Mountain View, CA 94043; 650-964-1466; www.acemetrix.com.
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