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Editor’s Note: although disabled fast-forwarding may be a reason for the results, the data are still valid Viewers Hang Around on VOD – source: VAB, Video Advertising Bureau, Nielsen data

 

Viewers watching 30-minute shows on their cable operator’s VOD system watch those shows 50% longer than live viewers and 33% more than other time-shifting viewers, according to a new report by the VAB.

According to VAB, which represents broadcast and cable networks, as well as multichannel video program distributors, viewers are watching an hour more per month than a year ago. And their ad engagement is up as more programmers and distributors utilize dynamic ad insertion technology that enables advertisers to target audiences with relevant messages.