At a glance
$18.40
Avg CPM, retail & CPG CTV avg
Retail and CPG brands historically treated TV as brand-only spend with no measurable return. CTV changes that equation completely. Shoppable ad formats, panel-based sales lift measurement, and in-store visit attribution now give retail marketers the closed-loop data they've always had in search and social — but at TV's scale and attention levels. CPG brands with $1M+ annual CTV budgets are now optimizing to ROAS targets just like paid search.
| Format | CPM | Completion / CVR | Notes |
|---|---|---|---|
| 15s Pre-roll | $14.80 | 97% | Highest efficiency for CPG |
| 30s Pre-roll | $18.40 | 95% | Standard retail brand format |
| Shoppable CTV Ad | $24.80 | 2.8% CVR | Add-to-cart direct from TV |
| Pause Ad (QR) | $22.80 | N/A | QR scan rate: 2.2% for retail |
| Streaming Service Native | $21.80 | 96% | Netflix, Hulu, Peacock inventory |
Shoppable formats that let viewers add products to cart or place orders directly from the TV (Amazon Fire TV, Roku, NBCU) eliminate the awareness-to-purchase gap; retail and CPG brands see 2.8% CVR, outperforming standard display by 8–12×.
2 Sales lift measurement is CTV's retail advantage over digitalNielsen Attribution and Polk data partnerships let retail CTV advertisers measure actual in-store and online sales lift from ad exposure; top CPG brands see 5–8% incremental sales lift from CTV campaigns, measurable in a way that linear TV cannot replicate.
3 Streaming service adjacency aligns brand with premium contentMajor streaming services (Netflix, Hulu, Prime Video) offer premium inventory adjacent to top content; CPG brands running alongside popular streaming shows see 25–35% higher brand favorability vs open exchange CTV inventory; the premium CPM ($22 vs $15) typically yields better effective CPA.
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 methodologyRetail CTV campaigns average 3.2× ROAS in measurement studies. This varies significantly by category: snack/beverage (2.8–4×), household goods (2.4–3.2×), health & beauty (3.2–5×). ROAS is measured via panel-based sales lift studies (Nielsen, IRI), not last-click attribution.
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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