B
Evidence Grade B
Graded
under review
Safe to Cite
Current
50%
50% -- share of advertising effectiveness driven by creative for advertising industry (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
50%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen Catalina
Primary
Tier B
https://www.advertisingweek360.com/audio-old-medium-new-tricks/ ↗
Source Article
Audio: Old Medium, New Tricks
Original Research
Nielsen Catalina
· Original study ↗
Methodology
Documented by Nielsen Catalina, as cited in article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
advertising industry: 50% share of advertising effectiveness driven by creative. Source: Nielsen Catalina (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-drives-ad-effectiveness-nielsen-catalina
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<blockquote cite="https://lighthousedata.io/data/creative-drives-ad-effectiveness-nielsen-catalina" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- share of advertising effectiveness driven by creative for advertising industry<br><small>Source: Nielsen Catalina (2026) · <a href="https://lighthousedata.io/data/creative-drives-ad-effectiveness-nielsen-catalina" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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