B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
84%
84% -- share of earned media sources from affiliate channels for Google AI Overviews (2026)
According to Northwestern University's Spiegel Research Center analysis of 1,024 citations across 69 AI Overviews, 84% of earned media sources belonged to affiliate channels or publishers.
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
Sample Size
1,024
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Northwestern University Spiegel Research Center
Primary
Tier A
https://www.amicited.com/da/blog/how-google-ai-overviews-decide-brands/ ↗
Source Article
Hvordan Google AI Overviews beslutter, hvilke brands der nævnes
Original Research
Northwestern University Spiegel Research Center
· Original study ↗
Methodology
Northwestern University Spiegel Research Center analysis
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google AI Overviews: 84% share of earned media sources from affiliate channels. Source: Northwestern University Spiegel Research Center (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/earned-media-affiliate-share
HTML Embed
<blockquote cite="https://lighthousedata.io/data/earned-media-affiliate-share" 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 earned media sources from affiliate channels for Google AI Overviews<br><small>Source: Northwestern University Spiegel Research Center (2026) · <a href="https://lighthousedata.io/data/earned-media-affiliate-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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