Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, released new findings in its 2025 CTV Insights Report, revealing 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.

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“When brands measure CTV using rigorously designed experiments, they uncover performance that’s been masked by flawed attribution and platform.”

Based on 274 recent incrementality experiments across 60 enterprise brands, Measured found that while making up just 3.5% of total media budgets on average, CTV delivered a higher median incremental ROAS ($2.88) than both Meta ($2.30 at 32% of total budget) and Google ($2.39 at 40.5% of total budget).

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According to Measured data, CTV platforms were found to under-report their impact by nearly 20%, meaning the channel’s true value is often significantly underutilized. In some cases, CTV campaigns over-reported incremental conversions by 5x, while others under-reported conversions by up to 10x, indicating a stark discrepancy between performance across platforms.

“CTV isn’t underperforming, the data is,” said Trevor Testwuide, Co-founder and CEO of Measured. “We see it often: When brands measure CTV using rigorously designed experiments, they uncover performance that’s been masked by flawed attribution and platform metrics. As the industry moves beyond last-click and platform-reported conversions, CTV has the potential to be a standout for many brands. Brands seeing the strongest results in our dataset are those leaning into continuous incrementality testing to unlock the full value of this channel.”

The report underscores that without incrementality measurement, CTV’s true business contribution cannot be reliably understood, leading marketers to under-allocate budget to a critical high-funnel tactic. For the full CTV analysis: Is CTV the Overlooked Channel of 2025?