NBC Promises Greater Ad Effectiveness With Olympics Research Project
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NBC Universal (NYSE: GE) is bringing back its “total audience measurement index,” or TAMi, for next month’s Winter Olympics in Vancouver. The company first used the system to track audience viewing data across traditional broadcast and digital a year-and-a-half ago. The audience data initiative, which is headed up by Alan Wurtzel, president of NBCU’s Research. The system gathers data from the Arbitron Portable People Meter media measurement service along with online traffic info from comScore (NSDQ: SCOR) and Omniture (NSDQ: OMTR). NBCU will measure TV and internet use from the same person and then try to project those numbers to a broader population. NBCU is promising advertisers will be able to know how many viewers are watching online and on TV. Researchers will also take a close look at buzz-tracking and social media and how that impacts advertising.
While the Pacific time zone for Vancouver will not be that extreme for east coast viewers, viewers are expected to do more time shifting than any previous Olympics. So NBCU’s research will break out video viewed for the first time vs. repeat viewing as part of its ongoing work with TiVo.
SEE ALSO: Vancouver 2010: U.S. Olympic Fans Get Short End Of Live Events Online
On the social media front, NBCU will use Keller Fay’s TalkTrack to measure all forms of Olympic “word of mouth,” including face-to-face, phone and Internet communication. The data measurements will be supplemented by 8,000 consumer interviews conducted before and during the Olympics.
While NBC is expected to lose about $200 million on the Olympics, due to the lingering recession, which has forced major marketers to reduce their spending. Still, given the recent contretemps over NBCU’s late night programming, the company is counting on the Olympics to help solidify its relationships with advertisers. It hopes to do that by deploying an avalanche of data points to get them to keep advertising and look past its recent troubles as it gets ready to bring back its full upfront presentation this spring.
Posted In: Advertising, Entertainment, Sports, Digital Olympics, Media & Publishing, TV, Broadcast, Cable & Telecom, Companies, NBC Universal, NBC
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