Dropout Rate

In media and marketing research, the percentage of qualified participants who are recruited to and start a research study, but do not complete it. Dropout rates can be influenced by a number of factors, including the length of the study, amount of incentive and the participant’s interest in the research topic.


In advertising and marketing, the length with respect to video and other ad formats that “play” over time. Common ad lengths for TV and video are 0:06, 0:15, 0:20, and 0:30, although many others are possible. Videos over 1:00 in length are sometimes referred to as “long-form video.”