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KN to Provide Overnight Olympics Ratings
With just a week to go before the start of the Beijing Olympics, Knowledge Networks (KN) has announced it is to provide overnight data about time spent consuming Olympic content across more than a dozen NBC Universal properties.
KN has been conducting Olympics media research for NBC since 1988, and has recently been studying how consumers interact with new media platforms.
During the forthcoming Games, the agency will conduct roughly 500 interviews per day with members of its KnowledgePanel - representing the full US population - to measure time spent watching, listening to, or reading about the Olympics across multiple media platforms.
Data will be delivered overnight for TV, Internet, mobile, newspapers, magazines and radio, and this will then be used to help the media giant better understand when and where consumers are interacting with content. The survey will also provide insights for serving ad partners in future Games.
Results will be reported on a daily basis using KN's multiplatform reporting application, Total Touch Tabulator, which provides access to time spent and unduplicated 'Olympics cumes' for any combination of the measured platforms. Alan Wurtzel, President of Research and Media Development at NBC Universal says KN is unique in its ability to provide overnight multiplatform measurement using a probability-based sample.
Earlier this month, NBC announced plans to conduct a total audience measurement index during the Olympics, combining stats from Nielsen Media Research and other agencies; and last week, China's national TV network China Central TV revealed that it will be using analytics firm WebTrends to generate insight about visitors to its web channels during the Games.
Web sites: www.knowledgenetworks.com and www.nbcuni.com .
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