NBCU Boosts TAMi for Winter Games

NBC Universal today provided more details on how it would handle cross-platform audience measurement of its multimedia coverage of the Winter Olympic Games in Vancouver. (Execs anticipate an audience of 200 million across 17 days of coverage — which would be second only to the ’94 Lillehammer Games).

Called TAMi (total audience measurement index), the  media exposure metric might as well be called the “everyone but Nielsen” metric. No fewer than six research firms will be providing NBCU with audience research.

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