NBCU Taps Google to Create Cross-Platform Audience Metric for 2012 Olympics
NBCUniversal (NSDQ: CMCSA) will once again use its Olympics coverage to search for what it calls the “holy grail” of audience measurement. The media conglomerate has commissioned Google (NSDQ: GOOG) and research company comScore (NSDQ: SCOR) to develop new ways to measure viewership across broadcast, cable, internet and mobile platforms.
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The 2012 London Games, which run for two weeks starting July 27, will be the third consecutive Olympics in which NBCU will conduct this kind of research. With the company offering its coverage across many platforms over a finite period of time, the Games typically provide an optimal test subject to conduct research on new metrics, NBCU officials say.
This time, however, the company is approaching the development of a so-called “single-source” metric with a little more urgency. Powerful voices within the TV industry are calling for an overhaul of Nielsen’s analog ratings system, which has a relatively small sample of 25,000 homes still manually filling out usage diaries on what they watch on TV, and has no way of measuring audience beyond traditional TV platforms.