Even shorter-form video content is tracking higher “completion” results -- 75% for short-form videos (zero to five minutes in length) and 82% for medium-form ones (five minutes to 20 minutes).
People “watching” TV commercials -- that’s a good sign some TV marketing messages are getting through. But we know “completion” rates may mean different things to different people -- and not always having to do with what marketers want.
Watching TV commercials is an activity that may have run its course for Millennials, who always have multitasking time to be on other devices, or even say, a bigger video screen.
Still, traditional TV networks are now getting the benefit of those growing video-on-demand services where usage is growing and -- drum roll -- where consumers can’t skip TV commercials.
Why aren’t completion rates 100% for premium TV shows? One can only imagine viewers are abandoning watching a particular TV show in the middle of its airing. But that activity probably has nothing to with the commercial itself, and more about the actual TV show.
Naturally, marketers in a niche and fractionalized TV world want more for their money and effort -- engagement, actions, and a deeper brand connection. Video commercial completions are good -- but not great -- news.