NBC Offers Broad Olympic Measurement


NEW YORK NBC will offer daily audience measurement data during its 17 days of Summer Olympics coverage from Beijing that will include not only TV ratings from Nielsen, but also its own daily data and measurement of online, video-on-demand and mobile audiences.

Alan Wurtzel, president of research and media development at NBC, is calling it the most comprehensive research effort ever conducted around a single event.

And if the systems for gathering the data work out, he is hoping to begin with the new fall prime-time television season, measuring and releasing data regularly on viewership of NBC entertainment programming on those other platforms.

NBC has contracted with measurement services for platforms outside of television and will call its data distribution Total Audience Measurement Index (TAMI). (Adweek and Mediaweek are units of the Nielsen Co.)

NBC will work with Quantcast to measure unique users, viewers of video streams of the competition, page views and time spent online on a daily basis and release that data publicly. It will be the first time that online demo data is being measured on an overnight basis.

The mobile measurement data released daily will include unique users, page views and views of clips via mobile VOD.

NBC also will conduct a multi-platform study on how viewers and online users consume their Olympic coverage. It has contracted with Knowledge Networks to do an online survey of 500 different Olympics watchers per day, a total of 8,500 through the course of the games. These people, who will be contacted to participate before the Games begin, will keep a media diary to record exactly how they watch the Olympics, medium by medium, throughout the day, and where they are when they are watching.

Continue to next page →