Digital premium TV/video advertising views are rising, with strong double-digit increases in the second quarter.

Video advertising management company Freewheel says views rose by 17%, mostly due to strong growth from full-TV episodes and live streaming.

Sixty-one percent of premium ad views came from full TV episodes -- up 17% versus the year before. Live TV-digital premium ad views were at 21% -- 40% higher -- coming mostly from sports, which contributed 73% of those live ad views. TV-video clips commanded 18% of all ad views, down 2% from last year.

Over-the-top (OTT) set-top devices had 29% of all premium video ads -- up 34% year-over-year. Desktop computer premium ad views were next at a 27% share, but were down 15%. Set-top box video-on-demand followed at 20% -- rising 34% from a year ago.

Like desktop, smartphone premium video ad share declined, to a 16% share -- down 14%. Tablet premium video ad views remained the same at a 8%.

Nearly 90% of the total ad views came through traditional direct TV sales, while 11% came through programmatic transactions. Viewers completed 97% of mid-roll ads in full-episode content and 92% in live streams.