US broadcaster NBC reports "phenomenal" ratings for its multimedia coverage of the 2008 Beijing Olympics, with Alan Wurtzel, research president for NBC Universal, saying the broadcaster has been "stunned" by the popularity of its mobile content.

On 8 August, 210,333 people accessed the NBC mobile service, but by Monday this had more than doubled to 476,062. "These Olympics are influencing how people are using new technology," Wurtzel said. "Half of the people viewing on mobile are using it for the first time. After the Olympics, it will be interesting if these habits become part of their behaviour."

NBC has been using a new measurement system to combine viewing figures across all media outlets.

The NBC website saw unique users increase from 4.2 million on 8 August, the first day of the games, to 7.8 million on Monday, August 11, when viewers wanted to replay Phelps' US swimming victory. NBC recorded 1.7 million downloads of the final 4x100 relay final.

Wurtzel said NBC had feared that online content would negatively impact its TV audience share, thereby hitting its most lucrative advertising. However, this has not been the case. NBC's research showed that just 0.2% of its audience used the web exclusively.

"The internet hardly cannibalises - it actually fuels interest," said Wurzel. He went on to say that half the online viewers were watching events they had missed and about 40% wanted to see replays.

Source: Guardian.co.uk

See also:

Media companies reporting the Olympics, Google launches online tool