NEW YORK, NEW YORK – JULY 21, 2025 — While advertisers have long focused on placing ads during traditional commercial breaks, a new opportunity is continuing to gain momentum: pause ads. These are ads that appear when viewers hit the pause button while watching TV. Pausing isn’t just a momentary stop in the content – it’s often an intentional act that signals ongoing viewer engagement.

In a new study, “The Pause: Reaching TV Viewers During Can’t-Miss Moments,” MAGNA Media Trials and DIRECTV Advertising explore the dynamics of pause behavior and the opportunity it presents for advertisers. Drawing from media diaries and viewer sentiment, the findings show that pause ads are welcomed and noticed across genres.

“As viewers, we pause for various reasons whether it be to grab a snack, check a message, or process what just happened on screen, but what remains consistent is that we’re still engaged,” said Kara Manatt, EVP, Intelligence Solutions at MAGNA. “That’s a valuable moment for brands to stay top of mind.”

The study found that pausing is nearly universal across both streaming and linear TV and occurs across genres including live sports and scripted entertainment. Most viewers don’t leave the room during a pause — more than one-third remain seated, and the majority stay paused for over 30 seconds. Importantly, most viewers surveyed prefer a pause ad over a frozen screen, with particular openness to view ads from categories like food, retail, and entertainment.

Key Findings include:

• • Pause reflects interest, not interruption: 81% of viewers say they pause to avoid missing what they’re watching. Interestingly, pausing can also be an indication of co-viewing, as people reported pausing to wait for someone else to join them to watch together.
  • Broad generational openness to pause ads: A large majority of viewers across all age groups were receptive to ads while paused – including Gen Z (75%), Millennials (76%), Gen X (72%), and Boomers (59%).
  • Timely and useful ads stand out: Pause ads related to food delivery (91%) and special deals (89%) were especially likely to be noticed, suggesting a great opportunity for shoppable ads.
  • A compelling option for product launches: 65% of viewers said they were more likely to notice a pause ad if it revealed something new – with even higher interest among Gen Z (69%) and Millennials (67%)

“This latest research shows that pausing is the exact opposite of disengaging. People pause because they are highly engaged in the content they’re watching and either don’t want to miss it, don’t want someone else in the household to miss it, or want to rewind and watch it again to make sure they caught everything,” said Drew Groner, senior vice president, head of sales & marketing, DIRECTV Advertising. “And now that pause ads can be bought programmatically, it’s easier than ever for brands to reach viewers during those can’t-miss moments.”

As viewing habits evolve, pause moments represent an evolving and promising space for advertisers to connect with audiences during a moment of focus and receptivity.

To learn more and read the full MAGNA Media Trials report, please click here.

ABOUT MAGNA

MAGNA is a leading global media intelligence company and part of the IPG Mediabrands network. Our trusted insights, proprietary trials offerings, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers. We are a team of experts driven by results, integrity, and inquisitiveness. We support clients, media partners, and cross-functional teams through partnership, education, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/and follow us on LinkedIn.

About DIRECTV Advertising

DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry-leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

DIRECTV Advertising introduced the Pause Ad format and helped establish it as a high-impact unit, earning an Emmy in 2024 for its non-disruptive approach.

Learn more at www.directvadvertising.com.

Press Contacts:

Jazmin Brooks
IPG Mediabrands
[email protected]

Suzette Meade
IPG Mediabrands
[email protected]

Amy Jane Finnerty
DIRECTV Advertising
[email protected]