Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Toyota Ads Will Be Seen -- Or Else!

By Published on .

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?
Most Popular