How long ads last

Half of new ads are switched off within 3 weeks.

We watched 214,453 ads from 507 brands from the day they launched, checking every week since June 2026. This is how many were still running, week after week, and what makes no difference to it.

443,578 new ads / 730 brands / since June 2026 / October 2026

Share of new ads still running, by weeks since launch

214,453 ads from 507 brands, checked every week.

25%

50%

75%

100%

Week 2Week 4Week 6Week 8Week 10Week 12Week 14Week 16Week 18

Week 2: 57% left

A month in: 1 in 4 left

Week 18: 3%

See the numbers

Share of new ads still running by weeks since launch
Weeks since launch	Still running	Ads
2	56.9%	13,824
3	38.8%	12,675
4	22.9%	13,977
5	17.4%	14,556
6	13.6%	14,165
7	11.5%	13,334
8	10.6%	14,218
9	9.3%	13,089
10	7.2%	12,837
11	8.1%	11,763
12	5.5%	13,231
13	4%	12,359
14	4%	13,944
15	5.1%	13,930
16	2.6%	13,218
17	1.9%	10,379
18	3%	2,954

By market

Same curve, every market.

Ecommerce, software and services switch ads off on much the same schedule.

Ecommerce

1 in 4 ecommerce ads still running after a month. 253 brands.

50%

100%

Week 4Week 8Week 12Week 16

A month in: 26%

Software

1 in 5 software ads still running after a month. 102 brands.

50%

100%

Week 4Week 8Week 12Week 16

A month in: 21%

Services

1 in 5 services ads still running after a month. 152 brands.

50%

100%

Week 4Week 8Week 12Week 16

A month in: 19%

Format and time

Does the format buy an ad more time?

Carousel ads last a little longer: 22% are still running one to two months in, against 16% for video, dynamic creative and single image.

Still running one to two months after launch, by format

Ads four to eight weeks old at the last check.

Each row opens the ads of that format that ran 90 days or more.

Share of each launch week still running a month later

Ads launched in the week of Jun 8 lasted just as long as the most recent ones we can judge: about 21% of each launch week is still running a month later.

10%

20%

30%

JulAug

What is running today