B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
$1,000,000,000
$1,000,000,000 -- ctv ad waste for CTV advertising (2025)
GroupM found that CTV ads being counted as viewed even when the TV was off resulted in $1 billion in ad waste.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
$1,000,000,000
Unit
Currency Usd
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
GroupM
Primary
Tier B
https://agencyreporter.com/addressing-indias-biggest-misconceptions-about-ctv-2/ ↗
Source Article
Addressing India’s biggest misconceptions about CTV
Original Research
GroupM
· Original study ↗
Methodology
GroupM finding cited by article ('Last year')
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV advertising: $1,000,000,000 ctv ad waste. Source: GroupM (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-ad-waste-1-billion-groupm
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<blockquote cite="https://lighthousedata.io/data/ctv-ad-waste-1-billion-groupm" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>$1,000,000,000</strong> -- ctv ad waste for CTV advertising<br><small>Source: GroupM (2025) · <a href="https://lighthousedata.io/data/ctv-ad-waste-1-billion-groupm" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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