Authenticated ad viewing up 368%, FreeWheel says

TV Everywhere is starting to look like linear TV in terms of commercial breaks.

That's the good news--or bad news, depending on how you look at it--reported by FreeWheel, the advanced advertising unit purchased by Comcast (NASDAQ: CMCSA) earlier this year.

In its latest Video Monetization Report, FreeWheel says the number of ads seen through authenticated pay-TV viewing spiked 368 percent year-over-year in Q3, with 46 percent of those ads delivered during "long-form" programming of 20 minutes or longer.

So-called "mid-roll" commercial breaks now average 101 seconds and include four spots, up from 87 seconds and 3.5 ads in Q3 2013.

Authenticated ads delivered to smartphones spiked 77 percent, while those delivered to OTT devices like Roku and Apple TV (NASDAQ: AAPL) were up 208 percent. And 87 percent of ads viewed on OTT devices came within long-form and live program viewing.

Driven by sports events like the World Cup, live TV Everywhere viewing is up this year. Ads delivered in live authenticated streams accounted for 21 percent of all authenticated commercial viewing in Q3, up from 8.6 percent a year earlier.

Authenticated ad views by device. (Source: Freewheel Video Monetization Report, Q3 2014)

For more:
- read this FreeWheel report (reg. req.)
- read this MediaPost story

Related links:
Four reasons why TV Everywhere isn't ready for prime time: A simple look at a complex problem
WSJ: Comcast's other acquisition, FreeWheel, has media companies concerned
DirecTV poised to profit from Comcast-FreeWheel deal
DirecTV to use, invest in FreeWheel for TV Everywhere technology
FreeWheel report says consumers still watch online ads