What is hold rate?

What are the two hold rate formulas?

Practitioners use two numerators, sometimes within the same company. Both divide by 3-second video plays, the same count that sits on top of hook rate.

ThruPlay definition. Motion's glossary entry and Vaizle use ThruPlays:

Hold rate = ThruPlays ÷ 3-second video plays × 100

15-second definition. Motion's blog post on creative metrics uses 15-second plays:

Hold rate = 15-second video plays ÷ 3-second video plays × 100

Worked example

These are the example numbers the hook rate calculator uses.

• ThruPlay definition: 6,000 ÷ 30,000 × 100 = 20 percent.
• 15-second definition: 4,500 ÷ 30,000 × 100 = 15 percent.

The 15-second count can never be higher than the ThruPlay count, because a ThruPlay is counted at 15 seconds or at completion, whichever comes first.

The same ad gives two different hold rates, which is why a hold rate without its formula cannot be compared with anyone else's.

Why do the two definitions give different numbers?

Meta counts a ThruPlay at 15 seconds, or at 97 percent of the video if it is shorter. On a 10-second ad, a ThruPlay is a near-complete view, while a 15-second play is impossible. On long ads the two numbers sit closer together. Anglr's calculator shows both and labels each; see the ThruPlay entry for Meta's definition.

How do AI ad makers use hold rate?

Hold rate measures the part of the ad after the hook: the problem, the product moment, the proof. Read it together with hook rate.

Compare hold rate only between ads of similar length, and only within one definition. A 12-second ad and a 45-second ad are not a fair comparison on either formula.