The number of ads included in television ad breaks in Europe across platforms has fallen from an average of five to three since 2016, according to a report by ad-tech company FreeWheel, with the duration of ad breaks also falling slightly, particularly for mid-form ads.
However, mid-roll breaks on smart televisions have the longest duration – at 126 seconds – and the greatest number of ads with an average of between five to six ads per break.
European audiences view ads on a selection of screens and devices such as set-top-box VOD (30%), mobile (29%), CTV (26%), and desktop (15%), according to the report, The Delicate Art of Balancing Ad Load.
Nearly eight in 10 ad views now occur on premium VOD, with 68% of VOD ad views taking place within long-form content, according to FreeWheel. The report also found that in ad views on live TV had increased to 20%, up from 10% in 2020.
According to FreeWheel, 78% of European audiences are watching significantly more video-on-demand (VOD) content than live content (22%).
Long- and mid-form content achieved an ad completion rate of 94%, while short-form content achieved a rate of 80%. A completion rate of 70% is considered good for online ads, indicating the superior performance of TV.
The report found that drop-offs usually happen during content rather than the ad break, with less than one-quarter of long-form and 30% of short-form premium video streams being interrupted in an ad break.
