Let’s say you have 1 million impressions.
The second by second data comes back saying that on average, viewers watched only 10 seconds of your 30-second spot.
Now let’s say you have only half as many impressions (500,000). But the second by second data comes back saying that viewers, on average, watched all thirty seconds of your spot.
In the first example, you have 10 million seconds of time spent with the brand.
In the second example, you have 15 million seconds of time spent with the brand.
If time spent with your brand is important to you, then a better idea defeats a larger user base every time.
Where are you spending your money?