The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.
Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice, Knowledge Networks, Inc.
Beijing Summer Olympics Summer 2008 was presented on five cable networks and two broadcast channels. The 2008 Olympics were also on mobile and the internet. There are 52 million unique viewers on the internet and 6.5 million users on mobile. For television, there was 16.4 HH rating.
Advertising and broadcasting rights are very expensive, and it was important that NBC be successful with the Olympics financially. There is no ‘currency-based’ solution to meet NBCU’s needs of measuring the number of end users across the platforms. They wanted have hard numbers in order to sell sponsorship beyond a currency value. There was no definite measurement to capture all of the different platforms viewer numbers in one single source. This was the challenge to NBC, so they turned to the Knowledge Network’s Multimedia Mentor single source methodology as the foundation to measure this.
NBC Universal set out to record numbers on the daily Olympics cumulative watchers, to-date Olympic cumulative, projected total Olympic cumulative, times spent watching the Olympic games, and more.
This system was tested during the NBA in the Finals in June 2008 in preparation for the games later that summer. NBC wanted their sample to consist of 500 Olympic media consumers for each of the 17 days. Interviewed for 23 hours, then went on and compiled them.
All goals for collecting information on the Olympics viewers met or exceeded all goals: 605 people a day, a consumption rate of 33%, Olympic media use rate of 81%, interview length was 16 minutes, and delivered report to NBC on time every day.
How did this help NBC? They saw how media was immediately used. They also saw how people used media out of home, and after the games, they used it as a benchmark for establishing audience duplication across media. NBC Universal also used brand and category specific assessments for Olympic media sponsors and usages.
What they saw: 99% of all people watch Olympics on NBC Networks. Nearly everyone watch the games on TV. Those online or on mobile did not give up on television, they still watch the games on television.
So, now NBC Universal is looking to the 2010 Vancouver Olumpics. Their challenge for this year is getting younger audience to watch the Olympics. Through this tracking, they now know that younger new media users watched more Olympics on TV. The information on media platforms heightened their Olympics.