A mid-roll CTV ad plays during content — the content pauses, the ad plays, then content resumes. It is the CTV equivalent of a broadcast TV commercial break. Mid-roll runs at cue points the publisher defines in their content.
- Completion rates: 75–88% — lower than pre-roll because some viewers navigate away mid-break, but still well above any digital format.
- CPMs: Typically 20–40% higher than pre-roll on the same platform because the viewer is already invested in the content.
- India availability: JioCinema (IPL over-breaks, long-form VOD), Hotstar (Star Sports cricket, drama), YouTube CTV (videos 8+ minutes, programmatic via DV360).
- Best use: Live sports (cricket over-breaks), long-form drama, movies. Content where the viewer wants to return and will wait through a break.
Mid-roll on IPL is the most competitive mid-roll buying in India CTV. Over-break pods are expected by viewers (mirroring broadcast TV behaviour) and deliver strong completion. Book IPL mid-roll 6–8 weeks in advance for key matches.
Full guide
For a complete explanation, read: Mid-roll CTV advertising: how in-content ads work and when to use them