Roku Says 87 Percent. It Doesn't Say Plus Or Minus What.
Roku and Amazon Ads say brands' other Amazon DSP channels earn 87 percent higher ROAS on days their Roku CTV campaigns run. Measured's own go-dark geo tests on another CTV platform found an effect of about 3.4 percent, and the Roku study publishes no paper, no sample size and no ROAS definition.
Read the full issue on ADOTAT →What the issue found
- Both Amazon case studies compared Roku against third-party paths with audience matching deliberately switched off.
- There is no paper: two blog posts, a one-line source note and a chart pasted in as a screenshot.
- Roku says the six-month gain beats the average by over 20 percent; Amazon says about 26 percent.
- Roku's measurement director wrote "associated with"; Amazon wrote "drives" for the same 5.6 percent search lift.
- Amazon's data window opens January 2025, about five months before the June 16, 2025 partnership launch.
On the record
“In short, no, that design cannot support the claim.”
“The bias runs in the same direction as the claimed effect, which is why the number is large.”
Unmeasured takes apart one TV measurement number every week. Subscribe free to get it on Tuesdays.
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