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During the next two weeks, big names like Lindsey Vonn, Mikaela Shiffrin, Nathan Chen and Chloe Kim will dominate NBC’s Olympics coverage. But the Games’ advertisers will be focused on a different moniker: TAD.
That’s short for Total Audience Delivery, the metric that NBCUniversal is now using in its ratings guarantees to Olympics advertisers. TAD rolls up a telecast’s linear, digital and out-of-home total viewer numbers, factoring in viewership on broadcast and cable networks, along with streaming on mobile phones, tablets, connected TVs and desktop computers.