TiVo Research and RealityMine said they have inked a partnership with NBCUniversal to provide single-sourced, cross-platform measurement during the 2016 Rio Olympic Games.
The project will span of the entirety of the games, slated to run August 5-12, and provide an analysis of how viewers who opt-in to participate in the study consume NBCU’s Olympic content across multiple devices, including TV, mobile and digital.
The aim, they said, is to help NBCU improve cross-platform measurement and better understand consumer consumption. Of recent note, Linda Yaccarino, chairman, ad sales and client partnerships at NBCU, called for better TV measurement as more viewing goes cross-platform during a keynote interview at the recent Multichannel News/B&C Advanced Advertising Summit. She estimated then that 15%, and perhaps as much as 30%, of television viewing is currently unmeasured.
As for the Olympics study, it will provide a view on cross-platform consumption via a combo of TiVo Research's set-top box data and RealityMine's digital and consumer behavior research. The research, they said, will enable NBCU to measure key performance indicators such as the relationship between TV viewing and tablet/smartphone usage around NBC’s Olympics content, how viewers engage with content outside the home, and the impact of social media on the consumption of that content.
All data in the study will be “ anonymized and aggregated into reports; no personal identifiable information is revealed during the study,” according to RealityMine CRO Rolfe Swinton.
"The Olympics offer us a unique opportunity to test innovative research methods and technologies," Alan Wurtzel, president of NBCUniversal Research, said in a statement. "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."
"This is a significant research advancement, which we believe will become a new multi-screen measurement standard," Tom Rogers, TiVo’s outgoing CEO. "Measuring and analyzing real-time Olympic viewership data on TV, tablets, smartphones, computers and social media platforms will reveal exactly how consumers view and engage with this major global event."