This actually means, "it wasn't important enough." It wasn't a high priority, fun, distracting, profitable or urgent enough to make it to the top of the list.
Every few days, Twitter and Facebook soak up a billion hours of 'spare' time. Where did that time come from? What did we do before social media was here? Weren't we busy five years ago?
Running out of time is mostly a euphemism, and the smart analyst realizes that it's a message about something else. Time is finite, but, unlike money, time is also replenished every second.
The people you're trying to reach are always recalibrating which meetings they go to, which shows they watch, which books they don't read. The solution has nothing to do with giving people more time (you can't) and everything to do with creating more urgency, more of an itch, more desire.