4.9 sec parking

59% of pre-roll ads are ignored after 5 seconds. Yet agencies continue to make ads assuming people will watch the full 30 seconds. Gone are the days. If you can’t sell your product in 4.9 seconds, you’re toast. Or you’re going to pay a huge premium for unskippable ads. Here is the definitive case study.

Americans are great

You gotta admire Americans. Even when the stakes are high, they take risks. Tracy Chapman had not given a concert in 15 years. Hadn’t done live TV in 9 years. Doesn’t do interviews, and half of the Grammies audience were not born when she had her hit song, ‘Fast Car’.

But country singer Luke Combs had done a successful cover of it last year, and Grammys executive producer Raj Kapoor took a punt, managing a delicate negotiation that led to a duet. And everything about it was perfect.

Tracy Chapman and Luke Combs performance at the GRAMMYs