Hold rate
Also called: ThruPlay rate
Hold rate is the share of people who kept watching after the hook, usually measured as ThruPlays or 15-second views divided by 3-second views.
Formula
Hold rate = ThruPlays (or 15-second views) ÷ 3-second views × 100
Hook rate tells you whether people stopped; hold rate tells you whether the ad earned the rest of their attention. A high hook rate with a low hold rate usually means the opening promised something the body did not deliver.
On Meta a ThruPlay is a play to 15 seconds, or to the end for shorter videos.
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Related terms
Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.