VTR (view-through rate)
VTR is the percentage of video ad plays that run through to the end. If 100,000 people start watching an ad and 70,000 finish it, the VTR is 70%.
In the Spanish market, VTR and video completion rate (VCR) are used almost interchangeably, although some platforms use “view-through” for other things, such as counting a view after a certain number of seconds. It is worth checking the definition in each report. Besides the total, quartiles are usually measured, that is, how many viewers reach 25%, 50% and 75% of the ad, which shows when attention drops off.
VTR depends heavily on the environment. On connected TV, where the ad cannot be skipped and fills the screen, rates above 90% are common; for a skippable video on social media or a website the figure is much lower and says more about genuine interest. That is why it is compared across similar campaigns and read alongside viewability and cost per completed view (CPCV), which is how video is often bought.
