It has been noted in previous studies that ad content is truly king, i.e., ads with great content receive disproportionately greater numbers of calls than other ads. Statistical regressions based on quantifiable factors such as ad size, ad position, color, and market size only account for about 30-40% of variation in call responses – the remainder being due to the content inside the ads. Metered ad results frequently show one ad receiving two to ten times more calls than other ads of the same size in the same heading and directory.