NBC, Toyota Make Deal

NEW YORK Toyota said today it has reached an agreement with NBC under which the broadcast network will guarantee a specific level of viewer engagement for its television programs.

NBC becomes the first broadcast network to offer advertisers guarantees based on engagement. Court TV has done some deals on the cable side based on viewer-engagement guarantees.

The viewer guarantee will be tracked by using TV engagement scores supplied by IAG Research.

“Toyota places a premium on working with media outlets that are committed to accountability,” said Kim McCullough, Toyota corporate manager, marketing communications. “Beyond audience size, we want the networks to focus on attention-grabbing, highly engrossing shows that keep audiences tuned in.”

“NBC understands the need to demonstrate commercial effectiveness, and we have aggressively created innovative solutions to help our clients achieve their marketing objectives and prove that our product works,” said Marianne Gambelli, evp, sales and marketing, NBC Universal.