Non-skippable pre-roll commands the highest CPMs in India CTV—and by a clear margin. Because the viewer cannot skip the ad, the publisher can guarantee attention, and advertisers pay a premium for that guarantee. Agency-reported estimates for non-skippable pre-roll range from ₹200–₹400 on open programmatic through broad targeting, rising to ₹700–₹1,200 for premium platform direct deals. Mid-roll in long-form content sits close to pre-roll pricing, with similar or slightly lower CPMs depending on the publisher.
Pause ads occupy a middle ground—they appear when the viewer pauses, capturing an intentional moment, but they are static or lightly animated rather than video. CPMs for pause ads typically fall in the ₹150–₹350 range. Overlays and L-banners—display units that appear over playing content without interrupting it—are at the bottom of the format pricing stack, generally ₹100–₹300. Sponsorships are custom-priced and not directly comparable to CPM-traded formats.
Format CPM summary (agency estimates, India CTV)
- Non-skippable pre-roll: ₹200–₹1,200+ depending on platform, deal type, and targeting
- Mid-roll (long-form content): ₹350–₹900; high completion rates justify premium
- Pause ads: ₹150–₹350; display-level CPMs, growing format availability
- Overlays / L-banners: ₹100–₹300; reach extension and frequency management use case
- Home screen / sponsored placements: ₹250–₹700 depending on publisher and prominence
Full guide
For a complete explanation, read: CTV ad format CPMs in India: which formats command the highest rates?