The end of the 30 second ad

[Tugg Speedman]

Later this year Youtube will no longer allow 30 seconds unskippable ads on their videos. they will be skippable starting later this year.

https://www.theverge.com/2017/2/17/14649018/youtube-ending-unskippable-30-second-ads-2018

In this vein the era of the 30-second ad might be ending, Fox is looking to go to two minutes an hour.  It will only happen if others follow.  The nets might have no choice, all the talented TV producers are going to premium channels with no commercials as they do not ruin the flow of their TV shows with commercial breaks.

Fox Wants to Reduce Ad Time to Two Minutes per Hour by 2020
Network announced the target at an event it hosted to discuss TV advertising's challenges
https://www.wsj.com/articles/fox-wants-to-reduce-ad-time-to-two-minutes-per-hour-by-2020-1520334000
The shift is contingent on the industry changing the way it buys and sells media. Mr. Marchese wants to sell ads using a metric based on time spent with content, versus the number of views.

"The two minutes per hour is a real target for Fox, and also our challenge for the industry," said Ed Davis, chief product officer for ad sales at Fox Networks Group, in an email. "Creating a sustainable model for ad-supported storytelling will require us all to move."