B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
35%
35% -- increase in emotional engagement brain activity for recognizable celebrity voices in audio ads (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
35%
Unit
Percentage
Data Vintage
2025
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
WPP Choreograph NeuroLab with Spotify
Primary
Tier A
https://www.wppmedia.com/news/ai-voices-audio-ads?trk=public_post_comment-text ↗
Source Article
AI Voices in Audio Ads: Unpacking Consumer Trust and Engagement
Research27th Oct 2025•3 minute read
AI Voices in Audio Ads: Unpacking Consumer Trust and Engagement
By Kelechi Nwankwoala and Terence Scroope
The advertising landscape is buzzing with AI, and for good reason. It's transforming how brands connect with consumers, offering opportunities for new kinds o…
Original Research
WPP Choreograph NeuroLab with Spotify
· Original study ↗
Methodology
Prior neuroscience study by Choreograph NeuroLab with Spotify
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
recognizable celebrity voices in audio ads: 35% increase in emotional engagement brain activity. Source: WPP Choreograph NeuroLab with Spotify (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/celebrity-voices-brain-activity-35
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<blockquote cite="https://lighthousedata.io/data/celebrity-voices-brain-activity-35" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>35%</strong> -- increase in emotional engagement brain activity for recognizable celebrity voices in audio ads<br><small>Source: WPP Choreograph NeuroLab with Spotify (2025) · <a href="https://lighthousedata.io/data/celebrity-voices-brain-activity-35" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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