Key stat: Overall CTV interactive ad engagement fell by half YoY, dropping from 1.84% of impressions in Q1 2025 to 0.92% in Q1 2026, according to a March report from BrightLine.

Beyond the chart:

• The drop comes as advertisers flood CTV with interactive units. More than half of advertisers (52%) expect to use interactive features in at least a quarter of their ads this year, according to Digiday and PadSquad's State of the Industry survey.
• And the cooldown isn't limited to gaming ads. CTV QR code scan rates fell from 0.010% to 0.004% across 2025 as ad clutter and viewer fatigue curbed second-screen action, according to EMARKETER's industry KPI data.

Use this chart: Drop this into a CTV planning conversation to reset expectations on interactivity. Show clients that even gaming ads, the top-performing format, saw engagement fall 63%, and use it to push for measuring CTV on outcomes and attention rather than remote clicks alone.

Related EMARKETER reports:

• Digital Video Forecast and Trends Q2 2026 (EMARKETER subscription required)
• Ad Measurement Trends H1 2026 (EMARKETER subscription required)

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.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.