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NBC offers Olympic measurement across TV, VOD, online, mobile
Date: 09/07/2008
Another metric is about to become available to marketers. NBC has created what it is calling the Total Audience Measurement Index (TAMI) that will offer daily audience measurement data during its 17 days of Summer Olympics coverage.
The data will include daily TV ratings from Nielsen along with data about online and video-on-demand from Quantcast, and measurement of mobile audiences. TAMI data will be available for the previous day and night's coverage the next day at 6 p.m.
NBC hopes TAMI will give it ammunition to persuade advertisers to buy ad time on newer media such as VOD and mobile video, writes the Wall Street Journal.
NBC is also conducting a study on how viewers and online users consume Olympics coverage, with 500 Olympics viewers per day keeping a diary to record how they watch Olympics events, medium by medium throughout the day.
NBC will air 3600 hours of Olympics coverage across broadcast and cable TV, and 2200 hours of coverage online.
The network offered $894 million for the broadcast rights to this summer's games. Because of the time difference with the U.S., the Beijing games could be one of the least watched on network TV. Ad time during the Olympics is about 80 percent sold; NBC says it expects to bring in more than $1 billion in ad dollars.
Source: Media Planner Buyer.com/ Media Post/ WSJ
WFA Comment: Audience Measurement is a very high priority for the WFA. The planned work outlined in this story could produce a very interesting case study which would be of particular interest to all of our working groups, most notably our Sponsorship Taskforce, Media Committee and Digital Network. The WFA will be investigating to see how best to review the results of this project to share learnings with WFA members. For more information contact Robert Dreblow. [email protected]
