If you’re going to sit through commercials while watching TV, ads that make you laugh – or at least smile – help to lessen the annoyance, and may even keep you from changing the channel or fast-forwarding. I mean, who hasn’t cracked a smile at the dancing M&M or Allstate’s personification of “Mayhem”?

But does getting an audience to laugh necessarily get them interested in a product or service?

According to Advertising Age, a study done by Ace Metrix, which used a scoring system based on factors such as watchability, likability, and persuasion, found that while funny ads often get more attention and are better liked by the viewing audience, humor alone does not make an ad effective. In fact, ads that were simply funny were found to be slightly less likely to increase desire or purchase intent than informative, unfunny ones. Read more