A recent study confirms what this blog has been saying all along.
According to Ace Metrix, there is little difference in a commercial's effectiveness amoung so-called engaged viewers and those not engaged in a program.
What Ace Metrix says is the most important factor in a commercial's engagement is relevance.
Which means media buyers can go back to buying demographics.
All media can do is put eyeballs in front of the commercial. The responsibility as to how engaging or not engaging that commercial will be, is the responsibility of the creative itself.
In other words, media is completely accountable for how many have the chance to engage in the commercial. Creative is completely accountable for how long a viewer stays engaged in the commercial.
Both are important.
But can we now (please, God) stop trying to convince people that media has some impact on commercial engagement?