B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

30%

30% -- roi improvement from top tier creative for average creative quality (2026)

Name: ROI Improvement From Top Tier Creative Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-15

2026 · Kantar's creative analysis

Moving from average creative quality to top-tier creative quality delivers 30% or more in ROI improvement according to Kantar's creative analysis.

Represents the lower bound (source states '30% or more')

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Attribution: Kantar's creative analysis View source

Lighthouse Research Team

Last verified: 2026-08-15 · How we verify data →

Source verified Evidence graded

Value

30%

Unit

Percentage

Data Vintage

2026

Entity

average creative quality

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

69/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (3)

Kantar's creative analysis Primary Tier B

https://agilityads.com/blog/brand-advertising-creative-strategy ↗

Confidence: 51/100 Vintage: 2026 Channel: Common Crawl

Source Article

Creative is 49% of your sales effect and 19% of your attention

Also cited by

amraandelma.com https://www.amraandelma.com/

2026-08-16

influencermarketinghub.com https://influencermarketinghub.com/

2026-08-16

Original Research

Kantar's creative analysis · Original study ↗

Segmentation

IndustryMedia RoleAll marketers Channelpaid_ads

Cite this stat

Plain Text

average creative quality: 30% roi improvement from top tier creative. Source: Kantar's creative analysis (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creative-roi-improvement

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<blockquote cite="https://lighthousedata.io/data/creative-roi-improvement" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- roi improvement from top tier creative for average creative quality<br><small>Source: Kantar's creative analysis (2026) · <a href="https://lighthousedata.io/data/creative-roi-improvement" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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