Not what did it cost.
What is it worth?
Viewers reveal a commercial’s worth (to them) by how much time they spend with it.
After all, viewers keep watching a commercial if it’s worth their time. They stop when it’s not.
So, here’s the question.
Should the worth of a commercial affect the cost of the commercial?
In other words, should there be a direct correlation between view duration and fee to the creative agency/production company?
Doing so would allow the cost of the commercial to be tied into its actual value. At least, to the viewer.
And that just might be worth it.