NBCUniversal has been among the loudest voices calling for a new approach to the metrics under which advertising is transacted. And now the company is putting its money where its mouth is, with its first campaign using performance-based guarantees, and not ratings metrics.
The company said its Audience Studio, NBCUniversal’s suite of audience-targeting offerings, guaranteed STXfilms’ media investment for its advertising buy for the film The Upside based on ticket sales, instead of the typical age/gender Nielsen data.
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