Brands over time
How 157 UK brands write, measured page by page, year by year.
How 157 UK brands write, measured across 20,341 of their own pages from 2015 to 2026.
Status: Live · content · built and run by Jack Stovell at Adapt Progress Evolve
What it is
Brands over time measures how UK brands write: 20,341 of their own blog posts, press releases and announcements, live and archived from 2015, plus 2,683 archived homepages, one a year. Each brand page shows its writing measures by year, before and after ChatGPT, against its sector.
Who it's for
Anyone curious how a brand's writing has changed, and whether it changed when ChatGPT arrived.
How it works
- Code counts. Every measure is a count made by code (sentence length, contractions, punctuation, long words). No AI model reads or judges a page.
- Page counts shown. Every number carries its page count, and thin years are labelled context, not findings.
- Verbatim quotes. Quotes are word for word and link to the live page or its Internet Archive copy.
Timeline
- — Went public
Facts
- Brands
- 157
- Pages measured
- 20,341
- Archived homepages
- 2,683
Under the hood
Stack: Cloudflare Workers, Internet Archive.
Agents in the fleet that work on it: Research.
FAQ
What does Brands over time measure?
It measures writing style on brands' own pages, such as sentence length, contractions and punctuation, by year and against sector.
Does it say which brands use AI?
No. The measures describe style only. They cannot show who or what wrote a page, and the site never says or implies a brand used AI.
Where do the older pages come from?
From the Internet Archive, from 2015 onwards. Quotes link to the live page or the archive copy.