The information provided in the Lucid Measurement Benchmarks spreadsheet is updated quarterly. Benchmarks are continuously updated and added based on campaign data from the previous quarter. New benchmarks are indicated with “Yes/No” in the “New” column.
This quarter we have made two versions of Quarterly Lucid Measurement Benchmarks available:
All-time benchmarks: data from Q1 2020-Q1 2026 — This is the fullest history, useful if you want a long-run baseline.
2025-26 benchmarks: data from Q1 2025-Q1 2026 — This reflects the brand lift methodology refinements made during 2025 (see below). Use this version if you want benchmarks that match how your current campaigns are being measured.
All-time benchmarks are included in Lucid Measurement reporting. Benchmarks for Q1 2025 to Q1 2026 have been provided here and represent recent methodology refinements that were made during 2025.
Cint is constantly evaluating and improving our brand lift methodology to more accurately reflect attitudinal lift.
For any additional questions, please reach out to your Cint account team.
See Benchmark Industry Definitions for a full list of the available industries and their definitions.
What’s in the spreadsheet
There information in this spreadsheet is organized by:
By country: each spreadsheet includes country-specific tabs (US, UK, Australia, Brazil, Canada, and others) in addition to the global view.
By industry: see [Benchmark Industry Definitions](#) for the full list of industries and how each is defined, so you can confirm you're comparing against the right one.
By audience: benchmarks are also broken out by age group and, for the US, by digital sub-channel (Mobile App, Desktop Web, Connected TV, Podcast, etc.) and Linear TV.
Each row is a benchmark:
The typical lift a KPI (like Brand Awareness or Purchase Intent) sees for a given industry, media type, and audience segment, based on real campaign data from Lucid Measurement studies.
Column | What it tells you |
|---|---|
Lift Benchmarks | The percentage-point lift for this KPI, industry, and segment. |
Benchmark CI95 Lower / Upper | The 95% confidence interval around the benchmark. Treat the benchmark as a range, not a single number. If your result falls within this range, it's in line with the norm, not necessarily under- or over-performing. |
Control % / Exposed % | The percentage of the control group (didn't see the ad) vs. the exposed group (did see the ad) who showed the outcome (e.g., recalled the brand, expressed purchase intent). The difference between these two is the lift. |
Sample Size | How many respondents the benchmark is based on. Larger samples make for a more reliable benchmark. Treat benchmarks built on small samples with more caution. |
Level | The specific segment the benchmark applies to. For example: An age group (e.g., 25-34), a channel (e.g., Podcast, Connected TV), or "Overall" for the full audience. |
New | Indicates if the benchmark is new this quarter:
|
How to read a row
A US, Digital, "Brand Awareness" benchmark with a 2.66 lift and a 52.39%/55.05% control/exposed split means: 52.39% of the control group already showed brand awareness, 55.05% of the exposed group did, and that 2.66-point gap is what's typical for a US digital campaign in that industry.
Filtering
Every column can be filtered.
Click the filter icon next to a column header.
Search or check the boxes for the values you want (country, industry, KPI, media type, and so on).
To compare Digital vs. Linear TV specifically, filter the Media Type column to one or the other.
See the READ ME tab in the spreadsheet for the same steps.
For questions on how to apply these benchmarks to your own results, reach out to your Cint account team.