LOS ANGELES -- An advertising deal between Toyota Motor Sales U.S.A. Inc. and NBC guarantees more than a TV audience size. It will ensure that the viewers are paying attention.
Third-party firm IAG Research will poll viewers about details in the fall season shows to ensure they were engaged in watching programs with Toyota commercials.
The agreement ensures that viewers are paying attention to the show.
The deal does not cover whether viewers fast-forward through commercials with TiVo recorders.
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