B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
84%
84% -- share of cmos reducing number of external agencies for Chief Marketing Officers (2026)
84% of Chief Marketing Officers report reducing the number of external agencies they work with in favor of integrated, full-service models.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
84%
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
WFA & MediaSense
Primary
Tier B
https://www.ammunition.agency/blog/what-partnership-actually-means ↗
Source Article
What Partnership Actually Means
Original Research
WFA & MediaSense
· Original study ↗
Methodology
Survey cited from WFA & MediaSense
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Chief Marketing Officers: 84% share of cmos reducing number of external agencies. Source: WFA & MediaSense (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cmos-reducing-external-agencies
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<blockquote cite="https://lighthousedata.io/data/cmos-reducing-external-agencies" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>84%</strong> -- share of cmos reducing number of external agencies for Chief Marketing Officers<br><small>Source: WFA & MediaSense (2026) · <a href="https://lighthousedata.io/data/cmos-reducing-external-agencies" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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