Measured's 2025 CTV Insights Report reveals that despite frequently outperforming Meta and Google in effective performance, Connected TV (CTV) channels are often severely underfunded by most brands. Further, brands that rely on platform-reported metrics may be missing a significant portion of CTV’s impact and leaving incremental revenue on the table.
Read the report to learn how incrementality experiments across 60 enterprise brands in Measured's portfolio showed that CTV delivered a higher median incremental ROAS than both Meta and Google.
