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March 31, 2026

Industry KPIs: US CTV Average Engagement Per Impression, By Ad Type, Q1 2025 vs. Q1 2026

Methodology

Data is from quarterly BrightLine benchmark data is comprised of internal ad impressions data delivered on connected TV (CTV) devices throughout the reporting period. Impression-level key metrics such as engagement rates, earned time, and selection rates are compiled at the campaign-level and then averaged across campaigns. Only campaigns with a minimum of 100,000 impressions are included in the data set. For industry breakdowns, a minimum threshold of 50,000,000 impressions had to be met for inclusion in this display.

Featured In

Industry KPIs: Gaming-style ads drive the highest CTV engagement—but momentum is slowing Viewers are tapping their remotes far less for interactive CTV ads

Sources

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Chart Title

Industry KPIs: US CTV Average Engagement Per Impression, By Ad Type, Q1 2025 vs. Q1 2026

Publication Date

March 31, 2026

Sources

Featured In

Industry KPIs: Gaming-style ads drive the highest CTV engagement—but momentum is slowing Viewers are tapping their remotes far less for interactive CTV ads

Topics

Connected TVs Advertising Performance Metrics United States

Industry KPIs: US CTV Average Engagement Per Impression, By Ad Type, Q1 2025 vs. Q1 2026 | EMARKETER