NBCU Adds Knowledge Networks for Olympics

Knowledge Networks has been added to NBC Universal’s long list of research providers for its Olympics coverage. It’s the 10th time the two companies have collaborated on Olympics research.

Via its online panel, Knowledge Networks will provide next-day information about consumers’ exposure and reactions to Olympics coverage across multiple platforms, including broadcast and cable networks, Internet sites and mobile Web sites.

For the 17 days of coverage, KN expects to complete about 500 interviewers per day.

NBC Universal has lined up a number of research providers—in addition to the traditional ratings it gets from Nielsen—to gather information about every aspect of its Olympics coverage, including Arbitron, Omniture, comScore, Keller Fay, TiVo and IMMI.

Various methodologies will be combined to demonstrate to advertisers the effectiveness of advertising in the Olympics.