Zappi found that effectiveness metrics in 2023 are outpacing averages from the previous year, with an 8% increase in ‘brand appeal’ – an assessment of how an advertisement made the consumer feel –from 2022.

Emotional intensity improved 7% from 2022, although Zappi noted it was still slightly lower than the pandemic peak of emotionally charged messaging.

The data also showed a 5% improvement in purchase uplift in 2023, as advertising regained some ground on the pandemic era.

The findings are based on Zappi data from more than 2,300 adverts and one million US consumers.

In 2021, creative effectiveness declined 2%, along with other important indicators of high-performing advertising, such as purchase uplift (-7%) and emotional intensity (-4.5%).

Zappi said this was because of a proliferation of less emotive advertising that did not resonate with consumers who were facing rising costs and inflation.

The reductions in advertisement effectiveness followed strong advertising performance in the early days of the pandemic in 2020, with adverts during this period scoring 17.5% better in emotional appeal than pre-pandemic ads, which led in part to a 32% boost to purchase uplift.

Despite this, brand recall declined 5.6% from pre-pandemic levels in 2020, according to Zappi.

Steve Phillips, chief executive at Zappi, said: “The good news is that our data shows creative effectiveness is trending upward in 2023. But this positive momentum is merely offsetting what was a down year in 2022. 

“Our data shows that while advertisers mobilised quickly to reach consumers with empathetic messages during the pandemic, they missed that same connection as inflation peaked.

“Effective advertising happens when advertisers understand their consumers and create work that connects the brand to their needs. Those don’t know their audience may just be wasting precious marketing budgets on ineffective advertising that misses the mark.”