This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio – that advertising were better recalled when placed among fever other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser known (i.e., smaller and new) brands.
Source: NELSON-FIELD (Karen), RIEBE (Erica), SHARP (Byron). More mutter about clutter: extending empirical generalizations to Facebook, in Journal of advertising research, vol. 53, nr. 2, June 2013, p. 186- 191.