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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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Joint Chiefs chairman condemns Confederate symbols

Chairman of the Joint Chiefs of Staff Gen. Mark Milley criticized Confederate symbols before the House Armed Services Committee on Thursday, and called the Civil War an "act of treason."

Why it matters: Milley said that minority service members — which he said make up 43% of the U.S. military — may feel uncomfortable that Army bases are named for Confederate generals who "fought for an institution of slavery that may have enslaved one of their ancestors."