This idea that "sex sells" has hung around for more than a century, and by this point it's almost accepted as a doctrine. And those are exactly the types of claims researchers love putting to the test.
John Wirtz, an advertising professor at the University of Illinois, conducted a meta-analysis of 78 peer-reviewed studies that examined the efficacy of sex appeals in ads. The results: participants weren't any more likely to remember a brand name or purchase a product, and, in fact, they were more likely to view the brand negatively.
Comment: Sounds like advertisers are 'banking' on the theory that Sex is a drug in American culture and consumers can't get enough!