Toyota, NBC Agreement To Explore Effectiveness of TV Advertising

Washington DC July 21, 2006; The AIADA newsletter reported that in a sign that advertisers are interested in better tracking results of TV advertisements, NBC and Toyota have agreed to a deal requiring the network to demonstrate that viewers have paid attention to the automaker's ads and can recall particular details about a TV show, such as its storyline, reports The Wall Street Journal.

The network is making the commitment in addition to giving Toyota a standard minimum-audience guarantee that relies on Nielsen Media Research TV ratings for proof. "There is a very high correlation between someone who is engaged and attentive to the program, and the ability for our ads to break through.

It's important that we get as good an environment as possible" for commercials, says Kim McCullough, corporate manager of marketing communications at Toyota.

To demonstrate viewer attention both NBC and Toyota will use data measuring viewers' response to TV programs, ads and product placements.

Under the deal, Toyota has the potential to earn additional "make-good" advertising should certain parts of NBC's program schedule not meet the guarantees.