• by Wayne Friedman , February 13, 2012

Continuing its research efforts around the Olympics, NBC will debut a new research initiative for the 2012 London Olympics with the help of Google and comScore.

The new research will focus on finding out new ways to measure "single source consumption of video content on TV, mobile, the PC, and for the first time in this Olympics, the tablet." It aims to examine individual consumer across multiple channels, online services and apps.

“Since we first began the Olympics Billion Dollar Lab, nonlinear video consumption has increased dramatically," stated Alan Wurtzel, president of research for NBCUniversal.

"Cross-platform measurement is extraordinarily challenging," he notes, but believes the research will "bring us one step closer to cracking the code of single-source measurement.”

Previously, NBC gathered multiplatform research from the Beijing and Vancouver Olympics.

The Google effort will feature a research base of about 3,000 respondents who have agreed to participate. Google will use proprietary algorithms developed specifically for the Olympics.

The comScore part of the plan will use 10,000 people that plan to follow the Olympic Games on multiple platforms, using data from set-top boxes, electronic meters and panelists.