- October 12, 2010

Creative Up to 4 Times More Important than Media Plan

A recent Comscore ARS study found that 52% of shifts in brand sales are attributable to the quality of creative – making creative far and away the single most impactful driver of sales change.

For context, media planning elements like GRPs, wearout and continuity/flighting account for 13% of sales change and price, promotion, distribution and other elements account for the remaining 35%.

Influence on Shift in Brand Slaes

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