How long ads last
Half of new ads are switched off within 3 weeks.
We watched 154,755 ads from 508 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.
331,117 new ads / 730 brands / since June 2026 / September 2026
Share of new ads still running, by weeks since launch
154,755 ads from 508 brands, checked every week.
Week 2: half gone
A month in: 1 in 4 left
Week 14: 4%
See the numbersHide the numbers
| Weeks since launch | Still running | Ads |
|---|---|---|
| 2 | 50.6% | 13,129 |
| 3 | 33% | 13,954 |
| 4 | 24.4% | 12,831 |
| 5 | 19.9% | 13,173 |
| 6 | 16.4% | 11,711 |
| 7 | 15.4% | 10,883 |
| 8 | 10.8% | 11,818 |
| 9 | 8.5% | 12,745 |
| 10 | 6.8% | 11,640 |
| 11 | 6.9% | 12,322 |
| 12 | 5% | 13,482 |
| 13 | 4.1% | 11,123 |
| 14 | 4% | 5,944 |
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. 252 brands.
A month in: 23%
Software
1 in 4 software ads still running after a month. 99 brands.
A month in: 27%
Services
1 in 4 services ads still running after a month. 157 brands.
A month in: 25%
Format and time
Does the format buy an ad more time?
Carousel ads last a little longer: 26% are still running one to two months in, against 19% for single image, video and dynamic creative.
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 22% of each launch week is still running a month later.
What is running today
Under 1% of what is live today is over a year old.
66% 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
55,220 live ads from 508 brands.
- Under a month66%
- 1 to 3 months24%
- 3 to 6 months8%
- 6 to 12 months2%
- Over a year<1%
Launched in June, 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.