Nielsen analyzed 500 campaigns and found click-through rate predicts… nothing—not recall, awareness, intent, or even ROI.

Are there brands with few buyers but heavy loyalty? Kantar’s global data says nope—penetration and buy rate move in perfect lockstep.

System1 tested 131 radio ads—and even right after hearing them, 40% of people couldn’t name the brand.

When AI starts training on its own AI-made junk, the results spiral from smart to straight-up gobbledygook.

Antenna found that rich or poor, we skip—or sit through—ads in about equal measure.