暂停时刻：在不容错过的瞬间触达电视观众.docxVIP

The

Pause

ReachingTVviewersduringcan’t-missmoments

ADVERT

ADVERT

Advertisersmaythinkofpausing

waytostayasabreak.Butforviewers,pausingis

waytostay

engaged

engaged

2

Pausingisanatural,frequentbehaviorthattranscendsplatform

91%

pause‘allthetime,or‘sometimes,

whilewatching

StreamingTV

70%

pause‘allthetime,or‘sometimes,

whilewatching

TraditionalTV

MGNA

ADVERTISING

Source:ThePause,ReachingTVviewersduringcan’t-missmoments2025,conductedbyMAGNA

Thosewhopauseallthetimeorsometimes;Amongthoseopentopauseads,StreamingTVn=1,544,TraditionalPayTVn=1,179

Q:WhenwatchingTV,howoftendoyoupauseduringthefollowingtypesofcontent?-Selectone

Note:StreamingTVincludespaidandfreestreaming(e.g.,Hulu,Paramount+,Peacock,Pluto,Tubi,TheRokuChannel).TraditionalTVincludescable/satelliteTV(e.g.,DIRECTV,Xfinity,YouTubeTV)

3

Andthevastmajorityare

Andthevast

majorityare

opentoseeingadswhen

paused

Opennesstoseeingpauseads

-%Very/SomewhatOpen

GenZ75%

Millennial

Millennial76%

GenX

GenX72%

Boomers

Boomers59%

MGNA

ADVERTISING

Source:ThePause,ReachingTVviewersduringcan’t-missmoments2025,conductedbyMAGNATotalsample,GenZn=565,Millennialsn=584,GenXn=555,Boomersn=723

Q:Howopenwouldyouhavebeentoseeingpauseadsduringyoursession?–Selectone

4

Whatdoadvertisersneedto

mindsetknowaboutviewers,andperceptions ofpauseads?

mindset

5

Amediadiarycapturingviewerbehaviorand

Amediadiarycapturingviewerbeh