Humor Returns To Advertising Amid Longer-Term Decline
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According to Kantar's study, the portion of TV ads classified as funny has risen from about 33% in 2021 by a couple of percentage points since then.
Meanwhile, the share of digital ads that are humorous has steadily declined in the past decade, with no sign of reversing.
Meanwhile, the share of digital ads that are humorous has steadily declined in the past decade, with no sign of reversing.
“We contend that the powerful brand-building tool of humor has slowly been getting overlooked by digital advertisers,” according to Kantar. “This is a real shame, because ads that the brand intended to be funny show similar increases in engagement and distinctiveness across all media channels.”
