It will supply makegoods if research demonstrates viewers aren’t paying enough attention to shows, according to the Wall Street Journal.
In another sign that networks are working harder to hang onto ad revenue in the face of competition from newer media, NBC has promised Toyota it will use data from IAG Research to prove that viewers remember enough details about the shows in which the carmaker’s spots appear. The deal also includes a standard minimum audience guarantee relying on Nielsen Media Research TV ratings, according to a story in today’s Wall Street Journal.
Toyota forged the deal during upfront negotiations, arguing that there’s a high correlation between the level of viewer engagement and the ability for ads to break through. It comes on the heels of a pact in which The Weather Channel promised Starcom USA it will guarantee specific audience levels for certain of the agency’s clients while their commercials are airing.
The story appears in the Journal’s Marketplace section.