Toyota has cut a deal with the NBC television network that requires NBC to demonstrate viewer "engagement," the new marketing buzzword, with its programming. Under terms of the deal, NBC and the
carmaker will use data from IAG Research--a firm that measures viewers' response to TV programs, ads, and product placements--to prove that viewers have paid attention to programming and can recall
details about a TV show, such as its story line. NBC is making the commitment in addition to giving Toyota a standard minimum-audience guarantee that relies on Nielsen Media Research TV ratings,
reports
The Wall Street Journal. The deal highlights how TV outlets are taking steps to retain ad dollars in the face of increasing competition from other media, such as the Internet. It also
shows how advertisers are looking for new ways to measure the value of TV advertising, aware that consumer response to some Web advertising is easier to track. NBC and Toyota are not alone. Verizon
Wireless says it has already made some commitments with TV networks to include engagement measures, and Johnson & Johnson says it is in discussions with magazine publishers and major broadcast
networks about devising engagement measures.
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