B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
75%
75% -- creative attribution to ad recall for advertising creative (2025)
According to Ipsos, the ability of people to remember an advertising message is 75% attributable to the creative.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
75%
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
Ipsos
Primary
Tier C
https://www.gosupergood.com/blog/why-creativity-matters-more-than-ever ↗
Source Article
Why Creativity Matters More Than Ever - Supergood
Clients have long focused on what is sometimes referred to as “working media,” and for good reason—that’s typically where the bulk of the budget is spent. Over time, the industry has deployed new technologies as a way to optimize media spend. As technology has evolved, it’s been brought to bear heav…
Original Research
Ipsos
· Original study ↗
Methodology
Cited from Ipsos research by Supergood blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
advertising creative: 75% creative attribution to ad recall. Source: Ipsos (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-attribution-ad-recall-ipsos
HTML Embed
<blockquote cite="https://lighthousedata.io/data/creative-attribution-ad-recall-ipsos" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>75%</strong> -- creative attribution to ad recall for advertising creative<br><small>Source: Ipsos (2025) · <a href="https://lighthousedata.io/data/creative-attribution-ad-recall-ipsos" 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.