B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
72%
72% -- share of consumers choosing brand with humorous content for consumers (2025)
72% of consumers would choose a brand with humorous content over competition without humorous content.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
72%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Oracle
Primary
Tier C
https://planleft.com/blog/memes-in-marketing-creating-connections-through-humor/ ↗
Source Article
Memes in Marketing: Creating Connections Through Humor - Plan Left
Humor has become a powerful tool in marketing over the years, with brands recognizing its ability to engage audiences, create viral content, and leave a lasting impression. According to research from Oracle, 90% of consumers say they’re more likely to remember funny ads, and 72% would choose a brand…
Original Research
Oracle
· Original study ↗
Methodology
Cited from Oracle research on humor in marketing
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 72% share of consumers choosing brand with humorous content. Source: Oracle (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-choose-humorous-brand-oracle
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<blockquote cite="https://lighthousedata.io/data/consumers-choose-humorous-brand-oracle" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>72%</strong> -- share of consumers choosing brand with humorous content for consumers<br><small>Source: Oracle (2025) · <a href="https://lighthousedata.io/data/consumers-choose-humorous-brand-oracle" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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