Saturday, November 12, 2011

What Is A Commercial Worth?

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.

For everyone.

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