Yesterday the Wall Street Journal reported that NBC is using the Olympics to launch its Total Audience Measurement Index (TAMI). In addition to traditional Nielsen ratings for TV viewership, NBC will be releasing viewership metrics from other services, including my portfolio company Quantcast, for their Olympic coverage that is viewed on other platforms including the web, VOD and cellphones.
It will be fascinating to see how much of the Olympics is watched on TV as opposed to elsewhere. I’ll also looking to see if NBC manages to get any of their Olympic content out to the edges.
What I would like to see is how much each “screen” generates in advertising revenue in relation to viewer-ship.
As you can recall, CBS had March Madness online for free. Online viewer-ship was up nearly 150% since the previous year, but price paid per online viewer was higher on the internet than on TV (http://www.alleyinsider.com/2008/4/cbs_online_viewers_worth_more_than_tv.).
It will be interesting to see how M/H devices fair, especially with the new wave of convergence phones coming out.