B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
13%
13% -- share of brands embracing risk taking creative for brands (2026)
Approximately 13% of brands describe themselves as embracing bold, risk-taking creative.
- Value is reported as an approximation (~13%)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
13%
Unit
Percentage
Data Vintage
2026
Entity
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Emarketer
Primary
Tier C
https://www.ammunition.agency/uk/blog/where-advertising-is-headed-next ↗
Source Article
Where Is Advertising Heading In 2026
Original Research
Emarketer
· Original study ↗
Methodology
Cited to Emarketer; original methodology not stated
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
brands: 13% share of brands embracing risk taking creative. Source: Emarketer (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brands-embracing-bold-creative-13pct
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<blockquote cite="https://lighthousedata.io/data/brands-embracing-bold-creative-13pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>13%</strong> -- share of brands embracing risk taking creative for brands<br><small>Source: Emarketer (2026) · <a href="https://lighthousedata.io/data/brands-embracing-bold-creative-13pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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