NBC releases multiplatform Olympics data

As promised, NBC is releasing its “total audience measurement index” or TAMI of the Olympics. Here’s the graphic of the first few days…

NBC research chief Alan Wurtzel says they were “stunned” by mobile numbers especially. “Half of the people viewing on mobile are using it for the first time. After the Olympics, it will be interesting if these habits become part of their behavior,” he said. See the .pdf of the numbers here.

(Full disclosure: NBCU is a parent of msnbc.com, my employer.)