Outdated Confidence: medium
Source found and quoted correctly, but old enough that the market has changed.
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%.
What the source says
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.
Nielsen — When it comes to advertising effectiveness, what is key? (Oct. 2017)
- Commonly cited as
- "Creative drives most of ad effectiveness (Nielsen)"
- True origin
- Nielsen — When it comes to advertising effectiveness, what is key? (Oct. 2017)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2017
- Data as of
- 2006 Project Apollo figure, updated by 2017 NCSolutions research
- Last checked
- Method & sample
- Nielsen/NCSolutions analysis of CPG campaigns' sales lift by driver (creative, reach, targeting, recency, context).
- Drift between quote and source
- 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.