They reviewed over 6,500 nationally-breaking ads in the U.S. that aired from January, 2011 to March, 2012.
The results were surprising.
They discovered that humorous ads did not perform better than ones that didn't use humor. Enjoyment was up, the willingness to view an ad more than once increased. But bottom line, where the advertisement translates to sales...humor did not compute.
You can download the report or read the press release Ace Metrix's site here (they will ask that you register to get the download, but there is no cost).
