B
Evidence Grade B
Safe to Cite
Current
4%
4% -- roi contribution for creative (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
4%
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
95
Source Trust
90
Citation Chain
90
Independence
30
Methodology
45
Freshness
95
Sources (2)
Kantar
Primary
Tier A
https://www.kantar.com/Inspiration/Advertising-Media/How-KFC-Integrated-Creative-Quality-into-Their-… ↗
Source Article
How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments
All too often in marketing effectiveness we focus on placement and response without taking a quantitative look at creative quality. This is a huge miss as Kantar research shows that creative quality has a 30% contribution to sales. And it is an absolute myth that creative testing and assessment are …
Also cited by
Original Research
Kantar
· Original study ↗
Methodology
Kantar research
Methodology documented
Segmentation
Channelrss_feed
Cite this stat
Plain Text
creative: 4% roi contribution. Source: Kantar (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/kfc-creative-quality-roi-contribution
HTML Embed
<blockquote cite="https://lighthousedata.io/data/kfc-creative-quality-roi-contribution" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4%</strong> -- roi contribution for creative<br><small>Source: Kantar (2026) · <a href="https://lighthousedata.io/data/kfc-creative-quality-roi-contribution" 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.