NBC guarantees proof of engagement for Toyota ads
Stephen Warley July 21st, 2006
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 Add your own
1. Alyssa | July 21st, 2006 at 6:45 am
it’s about time that fuzzy ratings math went away
2. Z | July 21st, 2006 at 9:24 am
Hopefully that’ll mean we get better commercials to watch, not just at Super Bowl time.
3. thephiladelphiachannel | July 21st, 2006 at 1:17 pm
the :30 second spot never has to die.
the idea would be to quit pretending the net is somehow “tv junior” and give the viewer of one a reason to check out the other.
i still can’t believe the number of press releases that refer to “other platforms” instead of calling it the internet.
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6. Ratboy | January 19th, 2008 at 2:41 pm
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