As part of their upfront advertising deals for cable, NBC Universal and media buying agency Starcom USA have based buys on Bravo on minute-by-minute commercial data.
Starcom also did a minute-by-minute deal with Discovery Communications.
Most upfront deals this season have been done on the basis of average commercial minutes. Minute-by-minute data is considered more precise; the numbers reflect the fact that spots in different parts of a program often have different viewership.
Starcom’s cable deal with NBC Universal includes USA, Sci Fi, MSNBC and CNBC. On those cable networks, ad rates are based on average commercial ratings.
“The Starcom/NBC Universal deal demonstrates our shared commitment to increase accountability for our clients’ investment in the visual media,” said Chris Boothe, president/chief activation officer at Starcom USA.
“We made a commitment to our clients to offer better accountability and measurability based on the metrics that matter most to them,” said Mike Pilot, president of sales and marketing, NBC Universal. “Our minute-by-minute deal for Bravo—the first deal NBCU has done based on this metric—is truly about partnership and learning together in the changing media industry, and we’re thrilled to work with Starcom as we explore new and innovative ways to create the greatest value for our advertisers.”
[Check it out: TV Week]