How long ads last
Half of new ads are switched off within 3 weeks.
We watched 263,515 ads from 780 brands from the day they launched, checking every week since October 2026. This is how many were still running, week after week, and what makes no difference to it.
0 new ads / 1,130 brands / since October 2026 / November 2026
Share of new ads still running, by weeks since launch
263,515 ads from 780 brands, checked every week.
Week 2: half gone
A month in: 1 in 4 left
Week 20: 2%
See the numbersHide the numbers
| Weeks since launch | Still running | Ads |
|---|---|---|
| 2 | 51.2% | 15,464 |
| 3 | 36.9% | 16,268 |
| 4 | 26.1% | 16,153 |
| 5 | 23.8% | 12,284 |
| 6 | 16.2% | 14,451 |
| 7 | 12.1% | 13,746 |
| 8 | 9.2% | 16,413 |
| 9 | 9.2% | 14,058 |
| 10 | 7.6% | 15,359 |
| 11 | 6.9% | 12,910 |
| 12 | 5.1% | 14,468 |
| 13 | 4.9% | 12,548 |
| 14 | 5.7% | 12,919 |
| 15 | 3.3% | 12,831 |
| 16 | 2.8% | 13,635 |
| 17 | 2.3% | 13,901 |
| 18 | 2.4% | 15,470 |
| 19 | 2.2% | 12,077 |
| 20 | 2.2% | 8,560 |
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. 256 brands.
A month in: 26%
Software
1 in 6 software ads still running after a month. 100 brands.
A month in: 17%
Services
1 in 3 services ads still running after a month. 424 brands.
A month in: 34%
Format and time
Does the format buy an ad more time?
carousel, video, single image and dynamic creative are switched off on the same schedule. The format does not buy an ad more time.
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.
What is running today
Under 1% of what is live today is over a year old.
64% of what is running today launched in the last month. Under 1% has been running for over a year.
Everything running today, by when it launched
103,377 live ads from 780 brands.
- Under a month64%
- 1 to 3 months25%
- 3 to 6 months7%
- 6 to 12 months2%
- Over a year<1%
Launched in October, still running
The oldest ads we watched from day one that are still live. One per brand; open any of them.
Keep reading
The other things we track over time.
What brands launch
Which formats, placements and buttons are gaining or holding?
Read moreThe sale calendar
When does holiday copy start, and how much of the feed is on sale?
Read moreLaunch pace
How many new ads a week is normal?
Read moreLooking for what lasting ads have in common instead? Read the insights overview or a market report: Ecommerce, Software, Services.
Seen what is changing? Get ahead of it.
Open any ad on this page and remix it for your own brand in about 30 seconds.