NBCUniversal’s TV stations want to keep talking to their advertisers even after their commercials have already run. The company’s 42 NBC and Telemundo TV stations and nine regional spor…
More advertisers are examining an element known as “attribution,” or the ways in which ads spur consumers to take action. Rather than determine success by figuring out how many people saw a particular commercial, more marketers want to understand if seeing the ad sparked a visit to a website to get additional information; a product purchase; or even a search via mobile phone., chief revenue officer and executive vice president at TVSquared, in an interview.
TVSquared’s analytics platform seeks to tie advertising to results and business outcomes, and then uses that information to help media outlets and advertisers determine whether a media plan is performing well or needs to be tweaked and re-examined. The company can examine ad effectiveness based on when a commercial appears throughout the day; the program in which it appears; the genre of programming with which it is associated; or its creative execution.
The data pact follows other significant maneuvers by NBCUniversal’s TV-station group. The unit signaled to advertisers in Septemberas the basis for advertising agreements, moving instead to an examination of viewer impressions across multiple media outlets. Indeed, many big owners of TV stations are moving in a similar pattern. In September the TVB, the trade organization that represents more than 800 TV stations and TV broadcast groups,to start using viewer impressions as a base for striking ad deals. Hearst Television has also said it intends to abandon TV ratings for advertising discussions.
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