Toyota (TM) and NBC reached an agreement today that for the first time will guarantee "a specific level of viewer engagement for its television programs."
In contrast to traditional size-of-audience metrics, impact is measured through the ability of the viewing audience to remember specifics of a television program. This comes about from studies that have shown that there is a big connection between remembering the details of a TV show and the commercials shown.
Toyota says that it will give them the information they need to see what type of value they get from the broadcast advertising.
Kim McCullough, a Toyota corporate manager, marketing communications said, "Toyota places a premium on working with media outlets that are committed to accountability, beyond audience size, we want the networks to focus on attention-grabbing, highly-engrossing shows that keep audiences tuned in."The way it will work will involve an audience panel that will be surveyed concerning how accurately they remember show details. The answers will be measured by implementing television engagement scores supplied by IAG Research.
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