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 the entirety of the games, slated to run Aug. 5-21, 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.
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