How advertising lost its sense of humour [Yahoo! Finance]
WPP plc American Depositary Shares (WPP)
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Source: Yahoo! Finance
For the first time, the gala's prestigious awards ceremony will include a category celebrating humorous adverts in an effort to reverse a long decline in ads designed to make people laugh. According to an Ipsos analysis shared with The Telegraph, the number of adverts relying on humour has plunged from more than 40pc in 2017 to less than a third last year. “If you are thinking advertising isn't as funny as it used to be ... you may be right,” Ben Page, the chief executive of Ipsos, said last week. Data from Kantar also shows that TV spots featuring comedy accounted for more than half of all adverts at the turn of the millennium, but had fallen to 41pc as of 2023. And the drop has been even more marked in digital. But what caused adland to forget the art of a well-timed quip? Executives and creatives point to globalisation, budget cuts , the rise of online ads and fear of offending or killing off the jokes. “We're going through a humourless cycle,” says Paul Burke, a veteran
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