MarketingProfs

MediaBuyerPlanner: In a first for a broadcast network, NBC is guaranteeing Toyota a specific level of viewer-engagement for its television programs.
The viewer engagement guarantee will be tracked by using television engagement scores supplied by IAG Research, Mediaweek reports.
“Toyota places a premium on working with media outlets that are committed to accountability,” said Kim McCullough, Toyota corporate manager, marketing communications. “Beyond audience size, we want the networks to focus on attention-grabbing, highly engrossing shows that keep audiences tuned in.”
On the cable side, Court TV has done viewer-engagement guarantees.