Starcom, Twentieth TV in Syndie Ad Deal

NEW YORK Starcom USA and Twentieth Television have inked what both parties believe to be the first syndicated ad deal related to day and date ratings a year after C3 implementation.

Starcom will buy ads for its clients on Twentieth Television programming using specific day and date ratings measurements, as opposed to what has been the standard: ratings data that reflects average viewing across an entire week in which a program airs. 

“Accountability is a huge push for us. … It’s very important that people spend big money in television and it’s important that we understand what those commercials are bringing to the table in terms of audience delivery,” said Amy McMahon, associate director of syndication at Starcom.

Part of Twentieth Television’s advantage, being a syndicated network, is having shorter commercial pods. McMahon noted that some shows would have a minute-and-a-half to two-minute pods for the entire program, “which means we are really close to minute-by-minute data.”

A Starcom representative said Twentieth Television was the first to “take the leap” with the media agency.

Twentieth Television programming includes Morning Show With Mike and Juliet, Malcolm in the Middle and House of Payne.

“We have always been confident that a more precise look at the value of syndicated TV advertising would reaffirm what we’ve always known — that our programming gives marketers strong reach and dependability across demos that help marketers achieve their objectives. Twentieth is glad to help Starcom evolve the syndicated market into a more accountable option for advertisers,” said Bob Cook, president, COO of Twentieth, in a statement. 

In terms of further impact for advertisers, Starcom’s McMahon underscored the importance of “making your television dollars work harder,” while continuing to push for accountability. “It’s the accountability that we ultimately seek, the higher or lower numbers, brand message reach and engagement,” she said.