NBC guarantees proof of engagement for Toyota ads
During its upfront negotiations with NBC, Toyota not only wanted a minimum-audience guarantee, but proof that NBC viewers were engaged with its commercials. NBC obliged, teaming up with IAG Research, to measure viewers’ response to both programs and ads. ABC recently announced it would provide ratings for its commercials. The 30-second spot isn’t dead, but fuzzy ratings math is about to meet its demise. TV can no longer compete on audience size alone, it now has to provide accountability to survive and thrive. I say throw out those silly hand-written Nielsen diaries and focus on developing new engagement measurements instead. You’ll make more money over the long-term. (First link: paid sub. req.)
6 comments July 21st, 2006
