NBC hopes to show Olympics still golden for marketers, viewers

08/6/2008 | Sun (Baltimore), The

NBC, in a bid to prove the relevancy of the Olympics in a multiplatform world and deliver on its promises to advertisers, is measuring viewership by taking into account not only TV ratings from Nielsen Media Research but numbers gleaned using a total audience measurement index that tallies everyone who access NBC's Web sites, mobile programming and video-on-demand providers. "This is the largest research initiative that I know of in media history -- it has to be in order to match the scale of the Olympics," said Alan Wurtzel, president of research for NBC Universal. "For us, the Summer Olympics are a billion-dollar research lab."

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