Take two commercials for the same product – commercial A and commercial B.
The data says that of those who started to watch commercial A, the average view duration was 5 seconds out of 30 seconds.
Of those who started to watch commercial B, average view duration was 29 seconds out of 30 seconds.
What do you think made people want to watch more of commercial B than commercial A?
Data measures people.
Creative moves people.
If you don’t know which is more important, then odds are, you’re in the wrong business.
And, it doesn't take data to figure that out.