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NBC Tests New Media At Olympics

The Wall Street Journal, Tuesday, February 16, 2010 11:22 PM

With an estimated 185 million unique viewers over a 17-day period, the Olympic Games provide a special audience microcosm, and one that NBC believes will be particularly useful for measuring new-media consumption habits and trends. NBC touts all the different platforms it is bringing to bear for the Games: broadcast, cable, online, mobile, etc.

NBC has hired at least six different market-research firms to help keep tabs on Olympics viewership, including Nielsen Inc., Arbitron Inc. and Integrated Media Measurement Inc. NBC will release a daily "total audience measurement index" or "TAMi" that will tally how many people watched the Olympics on the various platforms. It will help NBC understand why a viewer watched a downhill run on a laptop, while the TV set showed a reality show.

Read the whole story at The Wall Street Journal »

media measurement, olympics

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