Updated: May 21, 2020
Came across this when looking for something else entirely: a blog post from System1 Research on an assessment they did of advertising in Germany using their methodology.
The general conclusion was most under-perform on their headline measure: a star rating from 1 to 5. To make the point, they analysed an example ad at each star level. And went with one of our Haribo ads as their 5 Star choice.
Which is nice.