B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
5.54%
5.54% -- brand favorability lift for OTC medication brand (regular ads) (Q3 2025)
An over-the-counter medication brand achieved a 5.54% lift in brand favorability from regular ads in tests reported by Mile Marker.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
5.54%
Unit
Percentage
Data Vintage
Q3 2025
Entity
Geography
US
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
Mile Marker
Primary
Tier C
https://mediaplussea.com/m-in-the-news-brand-advertisers-find-awareness-boosting-niche-for-interacti… ↗
Source Article
m+ in the News: Brand advertisers find awareness-boosting niche for interactive and shoppable CTV formats - Media+
Shoppable ads aren’t just a figment of futuristic cinema anymore. They’re reality. But as our Katrina Stroh explained to DigiDay, they’re still finding their footing.
By Sam Bradley
You’re likely to see more interactive ads on TV this autumn. As the critical holiday shopping season approaches, spend…
Original Research
Mile Marker
· Original study ↗
Methodology
Agency client test reported by Mile Marker
Methodology documented
Segmentation
IndustryHealthcare
RegionUS
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
OTC medication brand (regular ads): 5.54% brand favorability lift. Source: Mile Marker (Q3 2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/otc-brand-favorability-lift-5-54-regular
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<blockquote cite="https://lighthousedata.io/data/otc-brand-favorability-lift-5-54-regular" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5.54%</strong> -- brand favorability lift for OTC medication brand (regular ads)<br><small>Source: Mile Marker (Q3 2025) · <a href="https://lighthousedata.io/data/otc-brand-favorability-lift-5-54-regular" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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