Nevermind that the 30 second spot is on life support; Toyota doesn't care -- it just wants to know its commercials are being seen on NBC. Phil Rosenthal of the Chicago Tribune
reports that NBC has entered an agreement with Toyota
to measure, via the internet, viewers' engagement levels with Toyota-sponsored shows. If levels are down from what NBC promised, Toyota gets compensatory ad time.
Says Alan Wurtzel, NBC Universal's research guru: "It's a new world and, frankly, it's not that easy. You used to do the reach and frequency curve, and you went home at 5 o' clock. That's not quite the case anymore."
Shucks, who knew that accountability was going to be so gosh-darned tough?