During its coverage of the upcoming Olympics, broadcaster NBC intends to engage in a massive audience measurement research, involving not only TV viewers but also other media platforms, such as on-demand video and mobile technology.

Working with Quantcast, NBC will determine the number NBCOlympics.com unique users, video stream viewers, page views and time spent on the Web.

NBC will also:

-work with Knowledge Networks to conduct an online study of 500 Olympics viewers per day for the duration of the games, to decide who is watching what at given times
-use IMMI phone technology and special chips installed in phones, which will track the platforms users are viewing thanks to sound bytes
-conduct an Olympic Qualitative Panel that selects people from major markets, interviews them and places them into focus groups

Advertisers will then have access to the research material obtained, which might help them in the future. The research may also help other online media sites to target their audiences better.

Source: MediaWeek