NBC May Be Alone With Engagement Guarantees

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While commercial viewer engagement guarantees are on the wish list of every advertiser and media agency for this year’s upfront, don’t expect many of the broadcast networks to follow NBC’s move two weeks ago to offer advertisers guarantees based on IAG Research engagement data, following a test with Toyota this season.

“NBC’s upfront take has slipped by $1 billion over the past two years, so it is vital for that network to do whatever it can to lure more dollars back to the fold,” said one broadcast sales executive, who did not want to speak for attribution.

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