What is a pirate’s favourite marketing metric?
Aaaarrrrr O I.
Marketing is a serious business. Damn tough. And these are tough times. But the best way to cope with imgoingtokillthenextpersonwhoasksmetodoANYTHING is to laugh. It is dangerous only in exceptional circumstances.
Every year Thinkbox’s ‘TV Nation’ survey asks the British public about their media behaviour and attitudes. This year we also conducted a survey called ‘Ad Nation’ among professionals like you, working in media and marketing.
When we asked Ad Nation professionals what they were most proud of about Britain, it wasn’t the NHS or our values or (with shameful modesty), the advertising industry. Your top answer was ‘our sense of humour’. And that’s hardly surprising; a national survey by Ipsos MORI last year found that ‘Good sense of humour’ ranked #1 as the best characteristic of the British people, ahead of ‘Friendly’ and ‘Tolerant’.
And a love of humour was a theme that ran through TV Nation as well. Asked what makes a successful TV ad, ‘makes me laugh’ came top by the proverbial mile.
This topic matters for us at Thinkbox, because when it comes to adverts that make us laugh, only television seems to succeed. Media types and the general public don’t always agree, but on this they joyously concur: