NBCU Moves Past Campaign Outcome Guarantees to Measure Marketers’ Total Investment Impact

Honda is a partner for the new tool’s beta launch

NBCUniversal said Total Investment Impact continues a measurement evolution that began in 2018 with its CFlight unified advertising metric. Nathan Congleton/NBC

Several media companies make performance-outcome guarantees with marketers, in which the deals are centered around metrics that prove TV’s ability to drive behavior—like in-store foot traffic and website visits—instead of traditional age and gender demos.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.