B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
14%
14% -- share of incremental sales attributed to reach for CPG campaigns (NCS Five Keys study) (2023)
Reach accounts for 14% of incremental sales across nearly 450 CPG campaigns analyzed in NCS's Five Keys to Advertising Effectiveness study.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
14%
Unit
Percentage
Data Vintage
2023
Entity
Sample Size
450
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
NCS (Nielsen Catalina Solutions)
Primary
Tier B
https://www.darkroomagency.com/observatory/what-is-performance-creative-and-how-does-it-drive-result… ↗
Source Article
What Is Performance Creative? Model and Roles | Darkroom
PAID MEDIA
What Is Performance Creative and How Does It Drive Results
Written by Darkroom leardership
13 min read
September 22, 2026
If your ad wins the click but the sale never follows, the creative isn't doing its job.
Performance creative fixes that, and it matters more now than it did five years…
Original Research
NCS (Nielsen Catalina Solutions)
· Original study ↗
Methodology
NCS 2023 Five Keys study, nearly 450 CPG campaigns across TV and digital
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CPG campaigns (NCS Five Keys study): 14% share of incremental sales attributed to reach. Source: NCS (Nielsen Catalina Solutions) (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/reach-share-incremental-sales-2023
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<blockquote cite="https://lighthousedata.io/data/reach-share-incremental-sales-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>14%</strong> -- share of incremental sales attributed to reach for CPG campaigns (NCS Five Keys study)<br><small>Source: NCS (Nielsen Catalina Solutions) (2023) · <a href="https://lighthousedata.io/data/reach-share-incremental-sales-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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