Share a Voice, Share of Market

Peter Field has found that over time, the relationship between share a voice and share of market has failed. And he shows the time scale across the last sort of 12 years. The reason why that's happening is because that's at the point where we stopped measuring humans. We started to measure inward, which is, you know, meta tags or metadata and in particular time in view. It used to be that every dollar spent would be equal; it's not anymore.