NEW YORK (CNNMoney.com) -- NBC has inked a deal with advertising client Toyota to prove its viewers are paying attention to the network's shows and are more likely to remember the ad spots, according to a story in Friday's Wall Street Journal.

The deal, viewed as a response to the more detailed tracking of advertisement effectiveness online, will use data from IAG Research, a New York-based research firm, to gauge viewer response, the newspaper reported.

If parts of NBC's program schedule don't meet agreed-upon guarantees, the network will "make good" on advertising time to Toyota.

"This is the first step," NBC's research chief Alan Wurtzel told the Journal, saying the viewer engagement measures will probably evolve over time.

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