The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research.

• The average skip time for traditional branded content is 7.9 seconds—but for ads with influencer content, that number jumps to 17.8 seconds.
• Ads with influencers also maintain 1.4 times higher visibility duration—meaning viewers are actually watching and paying attention to the ads rather than passively consuming.