B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
21%
21% -- share of incremental sales attributed to brand for CPG campaigns (NCS Five Keys study) (2023)
Brand accounts for 21% of incremental sales in the NCS 2023 Five Keys to Advertising Effectiveness study.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
21%
Unit
Percentage
Data Vintage
2023
Entity
Sample Size
450
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
NCS (Nielsen Catalina Solutions)
Primary
Tier B
https://www.darkroomagency.com/observatory/what-is-performance-creative-and-how-does-it-drive-result… ↗
Source Article
What Is Performance Creative? Model and Roles | Darkroom
PAID MEDIA
What Is Performance Creative and How Does It Drive Results
Written by Darkroom leardership
13 min read
September 22, 2026
If your ad wins the click but the sale never follows, the creative isn't doing its job.
Performance creative fixes that, and it matters more now than it did five years…
Original Research
NCS (Nielsen Catalina Solutions)
· Original study ↗
Methodology
NCS 2023 Five Keys study, nearly 450 CPG campaigns across TV and digital
Methodology documented
Segmentation
IndustryCPG
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
CPG campaigns (NCS Five Keys study): 21% share of incremental sales attributed to brand. Source: NCS (Nielsen Catalina Solutions) (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-share-incremental-sales-2023
HTML Embed
<blockquote cite="https://lighthousedata.io/data/brand-share-incremental-sales-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>21%</strong> -- share of incremental sales attributed to brand for CPG campaigns (NCS Five Keys study)<br><small>Source: NCS (Nielsen Catalina Solutions) (2023) · <a href="https://lighthousedata.io/data/brand-share-incremental-sales-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.