SummaryThis paper characterizes the ability of natural ground motions to induce rocking demands on rigid structures. In particular, focusing on rocking blocks of different size and slenderness subjected to a large number of historic earthquake records, the study unveils the predominant importance of the strong‐motion duration to rocking amplification (ie, peak rocking response without overturning). It proposes original dimensionless intensity measures (IMs), which capture the total duration (or total impulse accordingly) of the time intervals during which the ground motion is capable of triggering rocking motion. The results show that the proposed duration‐based IMs outperform all other examined (intensity, frequency, duration, and/or energy‐based) scalar IMs in terms of both “efficiency” and “sufficiency.” Further, the pertinent probabilistic seismic demand models offer a prediction of the peak rocking demand, which is adequately “universal” and of satisfactory accuracy. Lastly, the analysis shows that an IM that “efficiently” captures rocking amplification is not necessarily an “efficient” IM for predicting rocking overturning, which is dominated by the velocity characteristics (eg, peak velocity) of the ground motion.