At a glance
$28.40
Avg CPM, healthcare CTV avg
Connected TV has become a top channel for healthcare advertisers because it uniquely combines the trust and attention of television with the precision of digital targeting. Condition-based household targeting, dynamic ad insertion into live health programming, and QR-enabled direct response make CTV far more measurable than linear TV — and far more credible than social advertising. Healthcare brands running addressable CTV see 8–12% script lift in measurement studies.
| Format | CPM | Completion | Notes |
|---|---|---|---|
| 15s Pre-roll | $24.80 | 97% | Non-skippable; highest completion |
| 30s Pre-roll | $28.40 | 94% | Standard healthcare brand format |
| Interactive Pause Ad | $32.80 | N/A | QR code engagement: 1.8% avg |
| DAI (Live TV) | $38.40 | 96% | Premium: local news adjacency |
| Addressable TV | $42.80 | 95% | Household-level targeting; top performer |
CTV viewers in healthcare content adjacency (health news, wellness programming) show 40% higher brand recall vs standard digital display; the lean-back context is uniquely suited for healthcare messaging that requires trust and attention.
2 Addressable targeting by health condition is CTV's biggest advantageUsing first-party or third-party health data segments (diabetes, cardiovascular, oncology), healthcare brands can reach diagnosed patient households with precision that outperforms broad demographic targeting; script lift studies show 8–12% lift from condition-targeted CTV.
3 QR code integration converts passive viewers to active patientsPause ads and QR overlays in healthcare CTV campaigns achieve 1.2–2.4% scan rates; high-intent viewers who scan are 5–7× more likely to convert than average digital visitors; use specific landing pages for appointment booking or patient enrollment.
These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyHealthcare CTV CPMs range $24–43 depending on format and targeting. General awareness campaigns average $24–28 CPM; addressable targeting against health condition data averages $38–43 CPM. The premium is justified: condition-targeted reach has 3–5× better conversion efficiency.
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CPM by channel and industry
Every statistic on this page traces to a named source below. Benchmarketing does not publish anonymous "studies show" figures. Rows labeled Benchmarketing are our own aggregated, curated benchmark data.
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Written by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024