The business case for being funny.
Since 2016, humour has been on the decline.
The business case for being funny
2
Source: IPA databank (for profit cases only 2012 - 2022)
Why?
Radio is the funniest medium
Although present in almost half of the award winning cases.
The business case for being funny
5
Source: IPA databank (for profit cases only 2012 - 2022)
Which is higher than the average for work that has been tested.
The business case for being funny
6
The business case is clear.
The business case for being funny
7
Driving sales, market share and profit.
The business case for being funny
8
Source: IPA databank (for profit cases only 2012 - 2022)
Attracting higher spend but yielding greater profit.
The business case for being funny
9
Spend
Net profit
£54M
£37M
Average per case study
£102M
£59M
Source: IPA databank (for profit cases only 2012 – 2022, reporting a ROMI figure n= 95 humourous n = 116 not humourous)
Average per case study
Not Humorous
Not Humourous
Humorous
Humorous
+£17M
+£43M
Generating a higher return on investment.
The business case for being funny
10
Source: IPA databank (for profit cases only 2012 – 2022, reporting a ROMI figure n= 95 humourous n = 116 not humourous)
Humour has more often been deployed in low or stagnant markets.
The business case for being funny
11
Source: IPA databank (for profit cases only 2012 - 2022)
And where there are behavioral and habitual problems to overcome.
The business case for being funny
12
Source: IPA databank (for profit cases only 2012 - 2022)
Premium brands might be missing a trick.
The business case for being funny
13
Source: IPA databank (for profit cases only 2012 - 2022)
And B2B looks ripe for funny.
The business case for being funny
14
Source: IPA databank (for profit cases only 2012 - 2022)
Perhaps now we have the evidence to take humour seriously?
The business case for being funny
15
“Anyone can make them cry, but it takes a genius to make them laugh.”