Video-on-demand advertising continues to climb among top cable operators. The third quarter pulled in 48% more ad impressions -- 5.66 billion versus the same quarter last year.
Through the first nine months of the this year, there were 17.9 billion ad impressions -- the total for all of 2016. There were 11.8 billion impressions in 2015, and 6.3 billion in 2014.
Canoe's VOD numbers tally 36 million homes from cable operators -- Charter Communications, Comcast Corp., and Cox Communications.
Most of the VOD ads ran in mid-roll -- 4.68 billion. There were 896.7 million pre-roll ads and 87.2 million post-roll ads. Canoe says that 99% of the time, consumers watch the mid-roll ad to completion.
Canoe says on average, there were 3.82 mid-roll ads per break. The third quarter averaged 1.09 pre-roll ads and 1.26 post roll ads. There were also 3,208 campaigns -- 76% external client ad campaigns and 24% network tune-in ads.
For clients that need frequency caps on their campaign, Canoe says the average campaign caps at 2 impressions per episode.
According to the Video Advertising Bureau, there are around 73.6 million (of a total 100 million pay TV subscribers) on cable, satellite and telco services that provide ad-supported VOD programming.