Viacom and Time Warner are in talks with advertisers to potentially have sponsors begin paying for ads based on how ads effect consumers, rather than the currently used Nielson rating – a measurement how many people see the ads.
The change, which was reported by Variety, further solidifies the shrinking role television is playing in the industry.
Mary Ellen Barto, vice president of brand media at Arby’s, which still spends more than $50m on TV advertising, said that marketers face many tasks within the changing industry.
“Consumers now have so many options for how to spend their time and where and when they access content,” she told Variety. “It has really become increasingly challenging for marketers to know where to invest their dollars for maximum effect.”
Ultimately, the Viacom talks could expand to include agreements about consumer involvement with ads based on social media, it was reported.
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