Real campaign data from Unilever, Coca-Cola, EBM, and Shangrila — the most comprehensive Connected TV performance dataset in Pakistan.
Connected TV is no longer a "future format" in Pakistan. Smart TV penetration is growing, streaming services are scaling, and urban households are watching more content on internet-connected screens than ever before.
But most media planners are still allocating CTV budgets based on assumptions — not data. Until now, there was no Pakistan-specific benchmark dataset for CTV performance.
We've changed that. Across four major brand campaigns — Unilever, Coca-Cola, EBM, and Shangrila — we've built Pakistan's most comprehensive CTV performance dataset. This report shares what we found.
VIEW-THROUGH RATES
The industry average VTR for digital video in Pakistan sits between 40–55%. Our CTV campaigns delivered view-through rates between 74% and 87% — a floor that beats the ceiling of most standard digital video.The driver: CTV inventory runs on connected TVs in a lean-back, high-attention environment. There's no scroll, no second screen competing for eyes, no easy escape. When the ad plays, it plays.
VTR Range Across All Campaigns
Best performing VTR
Unilever Haircare campaign — 95% VTR with 30-second non-skippable format.
CITY-LEVEL PERFORMANCE
Islamabad consistently outperforms Karachi and Lahore on CTV engagement — across every campaign we've run. The hypothesis: Islamabad's urban demographic skews toward higher household income and more premium streaming service adoption, creating a more engaged CTV audience.
Implication for media planners
If you're launching a premium brand campaign, weight your CTV budget toward Islamabad first.
Avg VTR
across all campaigns
Islamabad #1
HOUSEHOLD SYNC DEMOGRAPHICS
Household Sync campaigns — where a CTV impression triggers a mobile ad to the same household's devices — showed the strongest click-through behavior from females aged 25–34. This is the primary household purchase decision-maker demographic for FMCG categories in Pakistan. CTV reaches.
What this means:
FMCG brands targeting female household decision-makers should consider CTV + Household Sync as a priority format, not a test budget.
Top Household Sync CTR Demographic
F 25–34
CTV VS STANDARD DIGITAL COMPARISON
METRIC
STANDARD DIGITAL VIDEO
CTV (HAPPY ADS CAMPAIGNS)
Average VTR
40–55%
74–87%
Skip Rate
60–70% (where applicable)
Non-skippable
Household Reach
Individual device only
3X — full household
Attribution
Click-based
Avg VTRHousehold Sync cross-device
Brand Recall Lift
Moderate
High (full-attention environment)
CPM Premium
Base
2–3X vs standard display
The CPM premium is real. So is the attention premium. Our data shows the ROI on CTV is justified for any brand where household reach and full-attention delivery matter.
FORMAT RECOMMENDATION BY OBJECTIVE
Connected TV is no longer a "future format" in Pakistan. Smart TV penetration is growing, streaming services are scaling, and urban households are watching more content on internet-connected screens than ever before.
But most media planners are still allocating CTV budgets based on assumptions — not data. Until now, there was no Pakistan-specific benchmark dataset for CTV performance.
We've changed that. Across four major brand campaigns — Unilever, Coca-Cola, EBM, and Shangrila — we've built Pakistan's most comprehensive CTV performance dataset. This report shares what we found.
Download the complete Pakistan CTV Benchmark Report 2026 — including raw performance ranges, city breakdown charts, demographic data, and our media planning recommendations.
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