B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
58%
58% -- marketers prioritizing creator reputation for marketers (2025)
58% of marketers prioritize the creator's reputation when evaluating potential partners.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
58%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
450
Geography
Global
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
Interactive Advertising Bureau (IAB)
Primary
Tier B
https://martechtrend.com/creator-ad-spending-to-hit-37b-as-ai-drives-growth/ ↗
Source Article
Creator Ad Spending to Hit $37B as AI Drives Growth - martechtrend
Creator Economy Sees Major Growth in Ad Spending
Advertising investment in the creator economy is expected to surge to $37 billion in 2025, marking a 26% increase from the $29.5 billion spent in 2024 and nearly triple the $13.9 billion recorded in 2021. This data comes from the Interactive Advertisi…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB Creator Economy Ad Spend and Strategy Report
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelinfluencer
Cite this stat
Plain Text
marketers: 58% marketers prioritizing creator reputation. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creator-reputation-priority
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<blockquote cite="https://lighthousedata.io/data/creator-reputation-priority" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>58%</strong> -- marketers prioritizing creator reputation for marketers<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/creator-reputation-priority" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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