CTV Ad Loads Settle In On 9-Minute Norm

Connected TV ad loads are still settling into established norms as viewership grows. But recent research presented in Wurl's The CTV Trends Report reveals that the industry may be finding a "normal" ad time of about nine minutes per hour.

• That number, from Q4 2024, is up slightly from Q3 2024, but still down from the highs of nearly 9.5 minutes per hour as recently as Q3 2023.
• Since the earliest figures Wurl provides in Q1 2021, you can see ad load time started off in the 8.5 minute range before seemingly finding a "sweet spot" (with some variance) by the end of 2022.
• In the report, Wurl talks about the impact of excessive ad load on viewer dissatisfaction, while interestingly, 69% younger viewers (16 to 34) have a higher acceptance of live TV ads – which is more than their older cohorts.
• These figures still sit well below the hourly averages on national linear TV, where viewers see between 12 and 17 minutes of ads per hour.

Want to learn more about data like this? Get in touch with