TiVo’s research arm and technology company RealityMine will analyse how viewers who opt to take part of the study will watch NBCUniversal’s Olympic content across multiple devices – including TV, mobile and digital.
NBCUniversal will use the research to improve its cross-platform measurement and better understand consumer consumption, according to the company.
“What makes the Olympics such a notable research environment is the enormous amount of consumer activity on multiple platforms for a nearly three-week span, enhancing our ability to measure behaviour and detect trends across time,” said Alan Wurtzel, president of NBCUniversal Research.
TiVo CEO Tom Rogers said: “This is a significant research advancement, which we believe will become a new multi-screen measurement standard.”
The research will look at the relationship between TV viewing and tablet and smartphone use; how viewers engage with content outside their home; the impact of social media on the consumption of Olympic content; and the effectiveness of advertising on all NBC Olympic platforms.
SPI/FilmBox expands into Nordic market with Waoo deal digitaltveurope.com/2021/04/15/spi… https://t.co/WZBzkO5lPy
15 April 2021 @ 17:00:00 UTC
For IPTV service providers, aggregation of multiple apps is king, and universal search is its consort. Read more in… twitter.com/i/web/status/1…
15 April 2021 @ 16:12:03 UTC