B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
53%
53% -- adstock decay rate for Out-of-Home (OOH) advertising (2025)
Out-of-Home (OOH) advertising achieves an average adstock rate of 53%.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
53%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Arima
Primary
Tier B
https://arimadata.com/company/blogs/understand-the-role-of-adstock-in-advertising-decisions-e47e7cc0… ↗
Source Article
What is the Adstock Effect? A Guide for Advertisers
Original Research
Arima
· Original study ↗
Methodology
Average adstock decay rate reported from marketing mix modeling; source blog does not detail underlying study
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Out-of-Home (OOH) advertising: 53% adstock decay rate. Source: Arima (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ooh-adstock-53-percent
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<blockquote cite="https://lighthousedata.io/data/ooh-adstock-53-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>53%</strong> -- adstock decay rate for Out-of-Home (OOH) advertising<br><small>Source: Arima (2025) · <a href="https://lighthousedata.io/data/ooh-adstock-53-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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