B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
52%
52% -- share of marketers running incrementality tests for brand and agency marketers (2026)
52% of brand and agency marketers are already running incrementality tests according to Measured.com.
Attribution:
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Lighthouse Research Team
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Evidence graded
Value
52%
Unit
Percentage
Data Vintage
2026
Entity
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
Measured
Primary
Tier B
https://www.darkroomagency.com/observatory/incrementality-testing-vs-mmm-2026 ↗
Source Article
Incrementality Testing vs MMM: Growth Teams Need Both
PAID MEDIA
Incrementality Testing vs Media Mix Modeling: What Growth Teams Actually Need in 2026
Written by Darkroom leardership
Written & peer reviewed by 4 Darkroom team members
TL;DR: Incrementality testing and media mix modeling are not competitors. They measure different things at different tim…
Original Research
Measured
· Original study ↗
Methodology
Cited from Measured.com data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
brand and agency marketers: 52% share of marketers running incrementality tests. Source: Measured (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-agency-marketers-running-incrementality-tests-2026
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<blockquote cite="https://lighthousedata.io/data/brand-agency-marketers-running-incrementality-tests-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>52%</strong> -- share of marketers running incrementality tests for brand and agency marketers<br><small>Source: Measured (2026) · <a href="https://lighthousedata.io/data/brand-agency-marketers-running-incrementality-tests-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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