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TV Guide Network promised - and apparently delivered - higher ratings to NBC if the network advertised within the pages of the TV Guide magazine and on the TV Guide Network.
NBCU signed a multi-million dollar deal with TV Guide to promote some of its shows during the first quarter; TV Guide in turn promised that NBC would get higher ratings due to the advertising. Sure enough, the NBC shows, including Lipstick Jungle, American Gladiators, and 8 others, pulled higher ratings during the weeks they were promoted on TV Guide properties than during the weeks when they weren’t promoted, writes TV Week.
The ratings increases actually exceeded the TV Guide guarantee, though Tim Farish, senior vp for brand management and media at NBC, wouldn’t say what the guarantee or increases were.
Farish said he asked for a guarantee and a multi-platform approach, then cut his radio budget and consolidated his spending on TV Guide platforms.
TV Guide Network airs what it calls top spots, which air for 30 seconds before 8 p.m., 9 p.m., and 10 p.m., as the only spots in the commercial pod. The show being advertised in those spots tend to see, according to Nielsen’s NPower - which can track where TV Guide viewers go next - a doubling in ratings.
TV Guide will offer similar guarantees to other networks during the upfront.
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