{
  "schema_version": "1.1",
  "id": "creative-drives-65-percent-of-ad-sales-lift",
  "slug": "creative-drives-65-percent-of-ad-sales-lift",
  "url": "https://groundedkit.com/claims/creative-drives-65-percent-of-ad-sales-lift/",
  "api_url": "https://groundedkit.com/api/claims/creative-drives-65-percent-of-ad-sales-lift.json",
  "claim": "Creative accounts for 65% of the sales lift from advertising",
  "commonly_cited_as": "\"Creative drives most of ad effectiveness (Nielsen)\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Nielsen",
    "title": "When it comes to advertising effectiveness, what is key? (Oct. 2017)",
    "year": "2017"
  },
  "quote": "In 2006, Project Apollo found that 65% of a brand’s sales lift from advertising came from the creative. ... In fact, the effect of media on sales has increased to 36% from 15% over the past 11 years.",
  "method": "Nielsen/NCSolutions analysis of CPG campaigns' sales lift by driver (creative, reach, targeting, recency, context).",
  "drift": [
    "Age: 65% is the 2006 figure; by 2017 media's share had risen to 36%",
    "CPG campaigns only"
  ],
  "interest": "Nielsen and NCSolutions sell ad measurement.",
  "safe_rephrasing": "Nielsen reported that creative drove 65% of CPG ad sales lift in 2006; by 2017 its research found creative still the biggest driver, but media's share had grown from 15% to 36%.",
  "sources": [
    {
      "title": "Nielsen — When it comes to advertising effectiveness, what is key? (2017)",
      "url": "https://www.nielsen.com/insights/2017/when-it-comes-to-advertising-effectiveness-what-is-key/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2006 Project Apollo figure, updated by 2017 NCSolutions research",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}