Creative Drives Sales More Than Marketers Think

RADIO ONLINE | Monday, April 13, 2026 | 2:47pm CT

Cumulus Media | Westwood One

A new analysis from the Cumulus Media | Westwood One Audio Active Group finds a significant gap between how marketers perceive advertising effectiveness and what actual sales data shows, particularly when it comes to the impact of creative and targeting.

The findings draw on a February 2026 survey of 304 marketers and media agencies conducted by Advertiser Perceptions, compared with sales-effect research from Circana based on hundreds of studies. The comparison highlights where industry assumptions diverge from measurable results.

Creative emerged as the most undervalued driver of sales. While marketers estimate creative accounts for roughly 23% of sales impact, Circana data shows it contributes nearly half -- about 49% -- of incremental sales. Over the past seven years, perceptions of creative's importance have remained relatively flat, despite consistent evidence pointing to its outsized influence.

Industry analysts say strong creative not only drives awareness but also improves memorability and long-term market share. Research from firms such as System1 and Analytic Partners further supports the role of creative quality as a primary factor in campaign performance.

In contrast, targeting is widely overestimated. Marketers rank it as the second most important sales driver, assigning it roughly 22% of impact. However, Circana's findings place targeting fourth, contributing about 11% -- roughly half of what marketers believe.

The report also cautions against overly narrow targeting strategies, noting that while they may improve efficiency, they can limit overall reach and reduce sales potential. Analysts emphasize that broader audience exposure, combined with strong creative, tends to deliver more effective results.

Other key drivers -- including brand strength, reach, and recency -- show smaller gaps between perception and reality. Brand was the only factor where marketer estimates closely aligned with actual contribution levels.

Overall, the study suggests that both marketers and media agencies would benefit from rebalancing their strategies, placing greater emphasis on creative development while reassessing the role of precision targeting in campaign performance.

Read the full blog post here.