Olympics a Research Treasure Trove for NBC

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NBC is using the Olympics as a “billion-dollar research lab” to get a sense of how people are using different media platforms to experience the Beijing Games that begin Aug. 8.

Besides giving advertisers a clearer picture of how much consumers are paying attention to the games, NBC hopes its research provides a comprehensive picture of how people are supplementing TV viewership with tools such as video streaming, video on demand and mobile phones.

NBC has scheduled 3,600 hours of Olympics programming on its main network, along with Telemundo, USA, Oxygen, MSNBC, CNBC and Bravo. That’s the equivalent of eight days of programming packed into each day. In addition, the company is planning to make 2,200 hours of streaming video available on NBCOlympics.com.

With the help of outside companies and its own research staff, NBC is using about 10 methods for measuring the audience.


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