Likeability

Also known as: Ad Likeability, Entertainment Value, Likability, Brand Love

Degree to which an ad is enjoyable, entertaining, or positive for the target audience.

Likeability (Ad Likeability) is the metric measuring whether an ad is enjoyable, entertaining, interesting, or positive for the audience that sees it. It is one of the most intuitive indicators of an advertising piece's creative quality.

Research from Millward Brown and others has found correlations between ad likeability and its long-term effectiveness in brand building. However, the relationship is not simple: highly enjoyable ads are not always the most persuasive, and some effective ads are deliberately uncomfortable or provocative.

Likeability is typically measured with a single scale question ('How enjoyable did you find this ad?') or with continuous emotional response scores obtained through dial testing or continuous response systems.