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, System1’s chief innovation officer, used a sample of 100 television commercials – crafted by brands in the automotive, financial, fast moving consumer goods, health/beauty and technology sectors – from the US and UK in reaching this con