Key stat: Over half of Gen Z, millennial, and Gen X consumers open to pause ads say the ability to save offers/reminders would make the ads better, according to April 2025 data from MAGNA Media Trials and DIRECTV Advertising. Nearly as many (46%) baby boomers say the same.

Beyond the chart:

• Some 54% of consumers pause between 1 to 5 minutes, while 24% pause for 30 seconds to 1 minute and 11% pause for as much as 15 minutes, per MAGNA Media Trials and DIRECTV data.
• 51% of viewers have taken some sort of action after seeing a pause ad, according to data from the Video Advertising Bureau (VAB).

Use this chart: Marketers should tailor pause ads to lean into utility and relevance. Add features like personalized product suggestions and saveable offers to drive engagement, especially among Gen X and millennials. Interactive elements like QR codes or direct links work better with younger viewers—so segment ad formats accordingly.

Related EMARKETER reports:

• Commerce Media Trends to Watch in 2025 (EMARKETER subscription required)
• US OTT, Pay TV, and YouTube Viewers Forecast 2025 (EMARKETER subscription required)

Methodology: Data is from the July 2025 MAGNA Media Trials and DIRECTV Advertising report titled “The Pause: Reaching TV Viewers During Can’t-Miss Moments.” 2,427 US adults ages 18+ were surveyed during March 20-April 16, 2025. All respondents had watched ad-supported TV in the past 24 hours. Respondents completed an online diary detailing their TV viewing habits of the past 24 hours.