NBCUniversal and TiVo Research will partner on audience measurement for the 2016 Rio Oylimpic Games, looking to get a better picture of cross-platform measurement during the event.
As more viewers have moved online – especially to mobile devices, which now make up nearly 50% of all online video views – the deal will provide single-sourced measurement with the help of RealityMine to study consumer uptake.
Participants in the companies' measurement during the games (Aug. 5-12) will provide data on how they consume NBCU's Olympic content across TV, mobile, and other digital devices.
Viewing sports is incredibly popular on mobile devices, especially for highlights, watching athlete and team profiles and for watching other pre- and post-event programming.
Knowing who’s watching – and how much – is key to monetizing that content.
Anonymized consumption data for the Aug. 5-12 games will be measured on TiVo set-top boxes and via RealityMine’s digital and consumer behavior research.
“The Olympics offer us a unique opportunity to test innovative research methods and technologies,” said Alan Wurtzel, president of NBCUniversal Research. “What makes the Olympics such a notable research environment is the enormous amount of consumer activity on multiple platforms for a nearly three-week span, enhancing our ability to measure behavior and detect trends across time.
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