B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
50%
50% -- creative contribution to ad impact for advertising creative (2025)
According to WARC, the creative message accounts for at least 50% of the impact of the advertising.
- at least 50%
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
50%
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
WARC
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
WARC
· Original study ↗
Methodology
Cited from WARC research by Supergood blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
advertising creative: 50% creative contribution to ad impact. Source: WARC (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-impact-advertising-warc
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<blockquote cite="https://lighthousedata.io/data/creative-impact-advertising-warc" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- creative contribution to ad impact for advertising creative<br><small>Source: WARC (2025) · <a href="https://lighthousedata.io/data/creative-impact-advertising-warc" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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