NBC Universal plans to measure audience exposure across all of its media platforms to provide “unprecedented insight into consumer cross-platform behaviour and advertising effectiveness” during the Winter Olympics in Vancouver. The effort will build on the pioneering research conducted during the 2008 Beijing Olympics.
NBCU says it will launch its second Olympic research lab during the 2010 Vancouver Olympic Winter Games, partnering with some of the country’s leading research providers to develop state of the art media measurement techniques, including the first-ever statistically projectable single source measurement of TV and Internet use. In addition, NBCU will again issue a daily TAMi (Total Audience Measurement Index) to measure total Olympic exposure across all media platforms throughout the 17 days of coverage.
The company said it will build on the findings from its “billion-dollar” Beijing research lab and conduct a new series of studies to take its understanding of cross-platform media use to the next level. In addition to tracking consumer behaviour, the research will incorporate various methodologies to demonstrate to advertisers the effectiveness of their Olympics buy.