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Data: Nielsen 2017 Commercial & Advertising Update; Chart: Andrew Witherspoon

Commercials of non-traditional lengths have been increasing. Almost 6% of all commercials aren't 10-, 15-, 30-, or 60-seconds long during the first half of 2017, according to Nielsen's 2017 Commercial & Advertising Update.

  • Avg. primetime commercial on broadcast last season: 14:37 minutes
  • Avg. primetime commercial on cable last season: 16:08 minutes

On TV, Fox debuted the first six-second ads earlier this year at the Teen Choice Awards for reportedly $75,000 each. Online, social giants like Facebook and Snapchat are commissioning research that touts the effectiveness of ads in the first two seconds.

TV commercials struggle to reach millennials: Per Adobe's latest Media Habits Survey provided exclusively to Axios, between 34% and 49% of viewers constantly use another screen when commercials are on TV and 79% of millennials are distracted by other devices during commercial breaks either "most of the time" or "all of the time."

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Biden releases 2019 tax returns ahead of debate

Photo: Alex Wong/Getty Images

Joe Biden's campaign released his 2019 tax returns on Tuesday, showing that he and his wife, Jill, paid nearly $300,000 in federal taxes last year.

Why it matters: The release, timed just hours before the first presidential debate, comes days after a bombshell New York Times report said that President Trump paid only $750 in federal taxes in 2016 and 2017. Biden's team is hoping to make the tax contrast a sticking point during their showdown.

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 2:15 p.m. ET: 33,454,037 — Total deaths: 1,003,571 — Total recoveries: 23,204,219Map.
  2. U.S.: Total confirmed cases as of 2:15 p.m. ET: 7,165,067 — Total deaths: 205,476 — Total recoveries: 2,794,608 — Total tests: 102,342,416Map.
  3. Health: Americans won't take Trump's word on the vaccine, Axios-Ipsos poll finds.
  4. States: NYC's coronavirus positivity rate spikes to highest since June.
  5. Sports: Tennessee Titans close facility amid NFL's first coronavirus outbreak.
  6. World: U.K. beats previous record for new coronavirus cases.

NYC's coronavirus positivity rate spikes to highest since June

New York Mayor Bill de Blasio. Photo: Noam Galai/Getty Images

New York City's coronavirus positivity rate has ticked up to 3.25%, its highest since June, Mayor Bill de Blasio said at a news conference on Tuesday.

Why it matters: The jump — from 1.93% on Monday — came on the first day that public elementary classrooms reopened in the city after months of closures, but guidelines state that all public schools will have to shut if the citywide seven-day positivity rate stays above 3%.