MEDIARadar’s lastest TV Trend Report, which takes an in-depth look into the current state of TV advertising, says top brands—despite shorter air times—continue to spend their advertising dollars on television.

It also says today’s TV ads are getting shorter. From the first half of 2017 to the first half of 2018, the length of the average national TV ad decreased 3 percent and the number of national TV ads that last 15 seconds or less grew 9 percent. The amount of five- to six-second national TV ads purchased also increased more than 10 times year over year.