B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
90%
90% -- ad completion rate for CTV advertising (2026)
CTV ad completion rates typically reach 90% or higher because ads are non-skippable.
- Typically 90% or higher
- Applies to non-skippable 30-second CTV ads
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
90%
Unit
Percentage
Data Vintage
2026
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Adwave
Primary
Tier C
https://adwave.com/resources/tv-advertising-attribution-small-business ↗
Source Article
TV Advertising Attribution: What Small Businesses Should Track (2026)
Original Research
Adwave
· Original study ↗
Methodology
Industry benchmark cited by publisher; range noted as 90%+
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV advertising: 90% ad completion rate. Source: Adwave (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-completion-rate-90pct
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ctv-completion-rate-90pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- ad completion rate for CTV advertising<br><small>Source: Adwave (2026) · <a href="https://lighthousedata.io/data/ctv-completion-rate-90pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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