What would be a better new media research opportunity than the Olympics? NBC is using the 2008 Olympics as a billion-dollar research lab to learn how people utilize various media platforms to experience the Beijing Olympics Games. The research will allow advertisers to see how people supplement TV viewership with media such as video streaming, video on demand, and mobile phones.
During the 17-day games, NBC has scheduled 3,600 hours of Olympic programming on its main network. In addition, there will be 2,200 hours of streaming video available on NBCOlympics.com. Viewers will also have the option to get video on demand via their computer and Olympics content via their mobile phones.
In order to measure the usage of media platforms, NBC utilizes ten different methods for measuring the audience. Nielsen Media Research tracks the number of people watching the Olympics on their TVs at home; Quantcast Corp. measures usage of NBCOlympics.com; Integrated Media Measurements, Inc. measures how many people are exposed to Olympics programming when they aren’t at home.
Along with the measurement methods, NBC also conducts an online survey of 500 consumers each day (a total of 8,500 throughout the 17-day games) to ask detailed questions about how much they are using various media platforms. There are also numerous focus groups that are being conducted.
NBC’s goal is to reach the same person across different types of media platforms.
To read CNN’s full article click here.
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