When you pay for a video ad, does anyone actually watch it? On CTV, the answer is almost always yes. That’s a big part of why CTV advertising costs more per CPM but delivers better value.
What is Video Completion Rate?
Video completion rate (VCR) measures the percentage of video ads that viewers watch to the end. A 90% completion rate means 90 out of 100 impressions were watched completely.
This metric matters because an unwatched ad has no value. You’re paying for attention. Completion rate tells you if you’re getting it.
CTV Completion Rate Benchmarks
CTV delivers exceptionally high completion rates:
These numbers are consistent across industry research. When you run CTV ads, viewers watch them.
Non-Skippable Format
Most CTV inventory is non-skippable, meaning there’s no button to press. The ad plays, and viewers watch it, just like traditional TV commercials. This alone explains the gap between CTV and YouTube.
By Ad Length
15-second ads see about 94.5% completion. 30-second ads average 92-96% completion. Shorter spots complete at slightly higher rates, but even longer formats clear the 90% threshold. This consistency is remarkable.
CTV vs YouTube Completion
The contrast with YouTube is stark:
CTV
- 90%+ completion rates
- Non-skippable format
- Full-screen viewing
- Lean-back, TV-mode attention
- Viewers invested in content
YouTube
- 20-40% completion rates
- Skip option after 5 seconds
- Shared screen with other content
- Lean-forward, active engagement
- Easy to abandon
YouTube’s skip button creates the gap. Viewers can skip most ads after 5 seconds, and many do. You pay for an “impression” where someone watched 5 seconds and left. CTV’s non-skippable format forces completion, but that’s not a trick. It’s how TV has always worked.
CTV vs Social Video Completion
Social video (Facebook, Instagram, TikTok) shows similar weaknesses:
CTV
- 90%+ completion
- Full-screen
- Sound on by default
- No scroll-away option
Social Video
- 10-30% completion
- Feed-based, scrollable
- Sound often off
- Instant exit friction
Social feeds encourage scrolling. Videos auto-play but viewers scroll past quickly. Sound is typically off. The environment works against full viewing. CTV is the opposite: non-skippable, full attention, sound on.
Why CTV Completion Rates Matter for Law Firms
High completion rates have direct implications for your advertising dollars:
Your Message Gets Seen in Full
When you pay for a CTV impression, someone watched your entire commercial. Your firm name, phone number, and call-to-action were seen. This isn’t guaranteed on other platforms. YouTube viewers might skip at 5 seconds. Social scrollers might miss your CTA entirely. CTV guarantees it.
Creative Quality Becomes Investment, Not Gamble
Because completion rates are high, investing in quality creative makes sense. Viewers will see your entire spot. That 30-second narrative about your firm’s values, your track record, your local presence - it all lands. Make it count.
Volume Requirements Change
High completion means each impression counts more. You can build awareness with fewer impressions because each one is actually viewed. A competitor running YouTube at 30% completion needs roughly 3x the impressions to match CTV’s impact.
Frequency and Recall Build Faster
Each time a viewer sees your CTV ad, they see the whole thing. That drives brand recall faster than partial YouTube views. Fewer frequency flips to build the same memorability.
The Bottom Line
CTV’s 90%+ completion rates are one of its biggest advantages for law firms. When you pay for an impression, someone watches your ad. That’s the fundamental promise of TV advertising, and CTV delivers on it in ways digital platforms can’t match.
For personal injury firms specifically, this completion certainty means your investment goes further. Every impression is a real exposure to your message. That’s worth the premium CTV CPMs command. For the full channel comparison, see our streaming TV advertising guide for law firms.