Do sex and violence really sell? Big data says no.

Here’s a sampling of what we discovered:

— brands advertised alongside violent media content were remembered less often, evaluated less favorably and less likely to be purchased than those advertised in nonviolent contexts

— brands advertised using sexual themes were evaluated less favorably than brands advertised using nonsexual images

— as the intensity of sexual ad content increased (from suggestive poses to full frontal nudity), memory, attitudes and buying intentions decreased

— there were no significant effects of sexual ads or violent ads on memory or buying intentions

— however, when media content and ad content were congruent (eg, violent ads in violent programs, nonviolent ads in nonviolent programs), memory improved and buying intentions increased.