NBC to measure Olympics audience
2008-07-08 14:34:04 (GMT) (Caymanmama.com - Technology News)Miami, Florida (CaymanMama.com) — Television network giant NBC is going to use the Olympics as a tool to understanding how people use different platforms of media to experience the games to begin on August 8, 2008.
Alan Wurtzel, the research chief of NBC, said that they are going to give advertisers an apparent picture of the number of consumers paying attention to the games and also hope that the research will provide a broad picture about how TV viewership has been supplemented by tools like video on demand, mobile phones and video streaming.
NBC has planned 3,600 Olympics programming hours over its chief network in addition to Telemundo, Oxygen, USA, CNBC, MSNBC and Bravo. This is equivalent to 8 programming days packed into every day. Apart from that, the company has also planned on making 2,200 streaming video hours available on their site. Consumers will also be able to get their video on demand through their PC and the content of the Olympics through mobile phones.
Nielsen Media Research is used by NBC to count the number of people watching the Olympics on televisions but with its own staff of researchers and outside companies, NBC will be able to use 10 different methods to measure the audience. NBC is also going to conduct an online assessment of 500 customers per day by asking them detailed questions on how many different media platforms they have used.
The information gleaned by NBC will not yet be used to set prices for commercial time and Wurtzel admits that some of their research efforts might not work as designed. But, this has been considered as a step towards producing TAMI or Total Audience Measurement Index, which will take into account online, TV, mobile phone and video on demand usage. Eventually, this data will be used for programming.
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