TiVo
Research and RealityMine, in partnership with NBCUniversal, will provide single-source cross-platform measurement for the 2016 Summer Olympic games in Rio de Janeiro.
The companies say the
initiative will enable NBCUniversal to improve cross-platform measurement of TV, mobile and digital platforms to better understand consumer consumption.
The Summer Olympics games will be held
August 5 through August 21.
NBCUniversal will gain data and analysis from TiVo Research’s set-top-box data -- some 2.3 million TV homes -- as well as RealityMine’s focus in digital
and consumer behavior research.
Key areas that will be covered include the relationship between TV viewing and tablet/smartphone usage around Olympic content; how viewers engage with content
outside their home, including workplace and social settings; the impact of social media on the consumption of Olympic content; and the effectiveness of advertising on all platforms.
Alan
Wurtzel, president of NBCUniversal Research, stated: “What makes the Olympics such a notable research environment is the enormous amount of consumer activity on multiple platforms for a nearly
three-week span, enhancing our ability to measure behavior and detect trends across time.”
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