The average time spent with ads on connected TVs (CTV) has moved up slightly for 30-second units, but is flat for 15-second units, according to an analysis of first-quarter 2019 data from ad-tech firm Extreme Reach.
The analysis found that the average CTV viewers spent an average of 26 seconds, or 87%, of 30-second units. That's up one second -- or 83% -- of the average 30-second unit -- in the first quarter of 2018.
That compares with only 12 seconds, or 80%, of the average 15-second unit in the first quarter of his year, which is the same duration for :15s in the first quarter of 2018.
The average time spent viewing findings correlate with video completion rates for CTV ad units of various lengths, with :30s showing the greatest year-over-year improvement, up to 91% in the first quarter of 2019 from 86% in the first quarter of 2018.
"While this may seem counter intuitive, the popularity of 30-second ads on CTV, a TV-like environment where viewers do not have the option to skip, is responsible for driving that number up," the report notes, adding that video completion rates for 15-second ads also increased slightly, while completion rates for 6-second units are trending downward.