Attention is counted in hours.

Most media is sold by the glance. An impression is a moment on a screen: the ad was there, and someone may have seen it. Reports are full of them because they are easy to count, not because they mean much.

Attention is different. It is chosen, it lasts, and it can be counted in time.

People have spent more than 4,800 hours watching the channels we run. That is more than two hundred days of attention, around the clock, given to short videos nobody had to watch.

An impression proves a video was shown. An hour proves it was wanted.

Three measures that tell the truth

Time watched. The total hours people chose to give. It grows only when the work holds people, which makes it the hardest figure to inflate.

How much of each video people stay for. On our channels, viewers watch nearly two-thirds of each video on average. On our best-held fashion channel, it is nearly nine in ten.

Who the hours came from. An hour from the wrong person is worth little. On our channels, nearly six in ten viewers are between twenty-five and forty-four, the ages most brands are trying hardest to reach.

more than 4,800 hours

watched on our channels

64%

of each video watched, on average

nearly six in ten

viewers aged twenty-five to forty-four

Where the hours happen

Attention is moving to the biggest screen in the house. YouTube alone now accounts for 14.2%¹ of everything Americans watch on their living-room screens, a record. On our own channels, one in twelve viewers watch that way; in fishing, it is one in seven. A video watched there is a sit-down moment, often shared with whoever else is home.

For agencies and PR firms, the shift is simple to state and hard to fake: report the hours, report how much of each piece was watched, and report whose hours they were. A client can feel the difference between being glanced at and being watched.