B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
40%
40% -- cpm price differential for CTV advertising vs linear TV advertising (2026)
CTV CPMs average 40% lower than linear TV CPMs in 2026.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
40%
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
fullforceads.com
Primary
Tier C
https://fullforceads.com/𝗖𝗧𝗩-𝗩𝗜𝗘%f… ↗
Source Article
CTV Viewership Is Up 87%. Here's Why Your Ad Budget Hasn't Caught Up Yet - FullForceAds.com
Programmatic Advertising Blog >>CTV Viewership Is Up 87%. Here's Why Your Ad Budget Hasn't Caught Up Yet
Posted on March 22, 2026
Your audience moved. They left cable quietly, then all at once, and they're not coming back.
In 2026, they're watching Hulu, Peacock, Tubi, Pluto, and dozens of other str…
Original Research
fullforceads.com
· Original study ↗
Methodology
Vendor blog claim; no underlying data source cited
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV advertising vs linear TV advertising: 40% cpm price differential. Source: fullforceads.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-cpm-40-lower-than-linear
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ctv-cpm-40-lower-than-linear" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- cpm price differential for CTV advertising vs linear TV advertising<br><small>Source: fullforceads.com (2026) · <a href="https://lighthousedata.io/data/ctv-cpm-40-lower-than-linear" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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