B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
50%
50% -- ad memory recall rate for consumers exposed to advertising (2025)
According to Nielsen research, memory recall drops by 50% within 24 hours of seeing an ad and remains steady at 50% for the next 5 days.
- Attributed to Nielsen research cited in a secondary marketing blog post; original study year and details not specified
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
Nielsen
Primary
Tier C
https://yocto.agency/klaviyo-audit-attributio/ ↗
Source Article
How to Set & Audit Your Klaviyo Attribution Window
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- Understanding Klaviyo’s Attribution Window: What the Klaviyo attribution window is and how it helps track sales accurately.
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Original Research
Nielsen
· Original study ↗
Methodology
Nielsen research on ad memory recall cited by YOCTO agency; original study details not provided
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers exposed to advertising: 50% ad memory recall rate. Source: Nielsen (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-ad-memory-recall-24-hours
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<blockquote cite="https://lighthousedata.io/data/nielsen-ad-memory-recall-24-hours" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>50%</strong> -- ad memory recall rate for consumers exposed to advertising<br><small>Source: Nielsen (2025) · <a href="https://lighthousedata.io/data/nielsen-ad-memory-recall-24-hours" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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