Lumens per watt vary quite a bit based on the technology. The best is an LED based bulb - lasts 10's of thousands of hours, but costs a bunch still. Their prices are coming down, though, and you may see them as the replacement of choice instead of CFL (compact flourescent lamp) as they lose favor since some have heavy metals and are hazardous waste.
A basic incandescent varies, too, by technology. The color temperature (light color) varies by the type, where a halogen bulb burns brighter than a 'standard' incandescent, and thus appears brighter for the same wattage input.