Making good on its promise to move beyond legacy TV ratings guarantees, NBCUniversal made its first "business-outcome" TV advertising guarantee — based on movie ticket sales — for the current STXfilms' “The Upside.”
The guarantee was based on U.S. box-office results, where the movie, starring Nicole Kidman, Bryan Cranston and Kevin Hart, earned $20.4 million in its opening weekend, and $76.1 million to date.
The movie premiered on January 11.
STX and NBCUniversal used attribution data from NBCU’s movie ticketing website Fandango to estimate advanced targeting and optimization. NBCU says it used a “performance valuation model directly connected to performance of showtime searches in evaluating an increase in ticket purchases.”
NBCUniversal Audience Studio unit worked with STXfilms and the movie company’s media agency Horizon Media for the campaign.
NBCU, STXfilms and Horizon Media will make a similar deal for the upcoming animated feature film “UglyDolls,” which premieres on May 3, per NBCU.
TV networks have been looking to move away from traditional age/gender viewership guarantees to more business outcome promises for advertisers -- which can be linked to actual sales, visits to a company’s website, in-store traffic or other metrics.
For the upfront market in 2018, NBCUniversal started CFlight, which makes viewing guarantees for advertising over an entire flight of a brand’s campaign —- beyond C3/C7 rating promises. Nielsen C3/C7 metrics are the average minute commercial rating plus three or seven days of time-shifting viewing.
Last year, for the upfront market, A+E Networks said it was starting a regular effort for limited guarantee deals for advertisers based on business outcomes.
For some years now, many TV networks have offered "secondary guarantees" on data other than TV-based measures.