Report 02 · Hyper-local & National
Connected TV advertising benchmarks.
Household CPMs, creative production costs, and CTV vs social and cable, for local business reach.
What a CMO needs to know.
CTV is now accessible to local businesses. Household-level ZIP and radius targeting, 90%+ completion, and digital-style attribution at budgets from a few thousand dollars a month. You pay 2 to 4x linear CPMs, worth it only if you use the targeting.
CTV CPM range in 2026. FAST and standard AVOD $15 to $40; premium direct $35 to $65.
Adsposure · tvScientific, 2026
Typical local, geo-targeted CTV CPM. Add 20 to 40% premium for tight targeting.
Vibe · SmartSMSSolutions, 2026
CTV video completion rate. Skippable video runs 15 to 30%, social 40 to 60%.
NA Media Experts, 2026
Self-serve local CTV entry (Vibe). No minimum contract. ZIP and radius targeting.
Vibe.co, 2026
CTV CPM vs linear TV. The premium buys household targeting plus attribution.
Adsposure, 2026
US CTV ad spend in 2026. Now a measurable performance channel, not a brand-only buy.
IAB syndicated, 2026
CTV CPM by platform and inventory.
CTV split into two tiers in 2026 as ad-supported streaming supply expanded, compressing mid-market CPMs.
| Inventory / platform | CPM range | Notes |
|---|---|---|
| FAST (Tubi, Pluto, Roku Channel, Samsung TV+) | $15 to $25 | Highest reach. Where most performance dollars land. |
| Standard AVOD programmatic (Roku, Hulu prog, Peacock) | $20 to $40 | Self-serve and programmatic core. |
| Premium AVOD (Hulu, Max, Paramount+, Prime) | $35 to $65 | Direct-sold pods and live-sports adjacency at top end. |
| Netflix ad tier | $20 to $30 prog / $45 to $65 direct | Newer inventory. Premium direct. |
| Amazon Prime Video | $25 to $60 | Rises with shopper and audience targeting. |
| YouTube (CTV, big screen) | $20 to $25 | 75 to 85% completion skippable. 90%+ non-skippable. |
| Addressable (1st-party, retailer data) | $45 to $85 | 25 to 60% premium. Usually worth it for precision. |
| Linear cable (comparison) | $8 to $28 (avg ~$23) | Ex-prime $8 to $19. Primetime $15 to $28. Broad targeting. |
| Broadcast primetime (comparison) | $35 to $60 (avg ~$45) | Premium reach. Minimal targeting. |
Sources: Adsposure 2026; NA Media Experts 2026; Adwave Q4 2025 (Simulmedia); ATTN Agency 2026; tvScientific; DesignRush. Media CPMs exclude DSP and data fees (add 18 to 30% loaded).
CTV vs social vs cable and broadcast.
CTV costs 2 to 4x social and linear, but delivers big-screen completion plus household targeting.
Sources: Top Growth Marketing 2026 (social); Adsposure 2026; Vibe and MNTN 2026 (local cable, broadcast).
Scorecard for a local business.
CTV matches or undercuts linear CPM once targeting waste is removed. Social is cheaper CPM but small-screen, lower attention.
| Channel | Typical CPM | Min budget | Targeting | Completion | Attribution |
|---|---|---|---|---|---|
| CTV / streaming | $20 to $45 (local) | $2k to $5k / mo | DMA, ZIP, radius, demo, interest | 90%+ | Site visits, foot traffic, conversions |
| Local cable TV | $5 to $28 | $500 to $2,000 / mo pkg | DMA / zone only | Not measured | Very limited |
| Local broadcast | $20 to $60 (prime) | $100 to $2,500 per spot | DMA only | Not measured | None |
| Meta (FB / IG) | $12 to $22 | $500+ / mo | Very precise (interest, LAL) | n/a (feed) | Full digital |
| TikTok | $6 to $12 | $500+ / mo | Interest, behavior, viral reach | n/a | Full digital |
| YouTube in-stream | $8 to $15 | $500+ / mo | Google-data precise | 15 to 30% skippable | Full digital |
Sources: SmartSMSSolutions 2026; Top Growth Marketing 2026; Vibe 2026.
30-second spot production cost ranges.
Production is a separate line from media. A 15-second cut typically costs 50 to 80% less than a 30. Reuse one concept across formats.
| Tier | Cost (30s) | What you get |
|---|---|---|
| DIY / AI-generated (Vibe Studio, MNTN QuickFrame) | $0 to $1,000 | Template or AI spot. Reuse existing footage. Fastest turnaround. |
| Low-budget local spot | $1,000 to $5,000 | Local production team. Simple concept. |
| Regional quality (cable / CTV standard) | $15,000 to $50,000 | Polished spot suited to most cable and CTV campaigns. |
| Premium / national-standard | $50,000 to $150,000+ | Broadcast-grade creative. Talent, VFX, agency. |
| UGC / creator-style CTV | $500 to $5,000 | Authentic, high-completion. Often outperforms polished. |
Sources: MNTN 2026; Vibe 2026; DesignRush 2026; Mr Green Marketing 2026.
Self-serve local CTV platforms and minimums.
Targeting levels: DMA (metro) > City > ZIP (workhorse for single locations) > Radius (1 to 50 mi, best for service-area businesses). IP-based household match.
| Platform | Entry / minimum | Best for |
|---|---|---|
| Vibe.co | $50 / day, no contract | Smallest local budgets. ZIP and radius. Premium apps. |
| Simpli.fi | ~$5,000 / mo | Hyper-local geo-fencing. |
| MNTN Performance TV | ~$10k retarget / $25k prospect | Mid-market and agencies. Verified Visits attribution. 150+ networks. |
| StackAdapt | ~$10,000 / mo | Stronger targeting and reporting. |
| Hulu Ad Manager | $500 total | Entry test. Limited targeting at small budgets. |
| Amazon DSP | $35,000+ / mo | Shopper data. Larger budgets only. |
Budget math
At a $30 local CPM, $3k buys ~100k impressions (about 15 to 20% of a mid-size DMA at 3 to 4x frequency). $10k buys ~330 to 500k. Run 90 days minimum.
Sources: DataLatte, SmartSMSSolutions, Vibe, MNTN 2026.
CTV for local vs national, and proof.
CTV is the precision tool. Right when budget is limited, geography matters, or you need to prove what happened after the ad ran.
Use CTV when
Geography matters more than raw volume. You need measurable results. Average ticket supports it.
Skip or pair when
Average transaction under $50 with no loyalty loop. Pair with social or add a loyalty component.
Village Green (lawn care)
15-mile radius, ~2,000 households per day. CPM fell from $21 to $18. Reused existing creative.
Abuelo's (14 locations)
Geo-targeted CTV drove +26% foot-traffic growth across locations.
Local vs national
Local: ZIP or radius plus FAST and standard inventory. National: layered addressable plus premium AVOD.
The rule
Pay the 2 to 4x CTV premium only if you use household targeting, frequency caps, and attribution.
Sources.
Figures are 2026 benchmark ranges from cited sources, not quotes. Media CPMs exclude DSP and data fees.
- 2026 U.S. Media CPM Benchmark Report (CTV, cable, broadcast, social CPMs), Adsposure, 2026.
- CTV CPM Benchmarks 2026 ($15 to $85 by industry, 2 to 4x linear, VCR 94 to 97%), North American Media Experts, 2026.
- Average CTV CPM Q4 2025 (platform-by-platform, Simulmedia data), Adwave, 2026.
- How Much Does CTV Advertising Cost? 2026 Guide (platform CPMs, DSP fees, minimums), ATTN Agency, 2026.
- TV Advertising Cost: Linear, CTV and OTT (cable and network CPMs, CTV $35 to $65), tvScientific.
- CTV Ads for Local Businesses: 2026 Buyer's Guide (local CPMs, budgets, DMA, ZIP, radius), SmartSMSSolutions, 2025.
- How to Use CTV Geo-Targeting as a Local Business (Village Green, Abuelo's, $50 / day), Vibe.co, 2026.
- Is CTV Worth It on a Small Budget ($5 to $10k / mo)? (platform minimums, budget math), DataLatte, 2026.
- How Much Does Local TV Advertising Cost in 2026? (spot and production costs), MNTN, 2026.
- MNTN Performance TV Review 2026 (effective minimums $10 to $25k, Verified Visits), Velocity AI, 2026.
- TV Advertising Costs: 2026 Pricing Guide (broadcast $47, cable $23 CPM, production tiers), Mr Green Marketing, 2026.
- Local TV Advertising Cost 2026: Small Business Guide (cable $5 to $15 CPM, spot and production), Vibe.co, 2026.
- Free CPM Calculator, median DTC CPMs by platform (Meta, TikTok, YouTube, CTV), Top Growth Marketing, 2026.
- CTV CPM Benchmarks 2026 (net publisher CPMs, identity uplift), OTTEngine, 2026.
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© 2026 Golden Scope Partners · Benchmarks compiled June 2026 · Ranges, not quotes