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.
ICYMI: Telefónica sees OTT growth offset pay TV decline digitaltveurope.com/2020/10/29/tel… https://t.co/4UxXtR5U6I
29 October 2020 @ 21:00:00 UTC
ICYMI: Amazon hires ex-BritBox chief Soumya Sriraman to lead US channels business digitaltveurope.com/2020/10/29/ama… https://t.co/8HRFyKjSuv
29 October 2020 @ 20:00:00 UTC
Promwad launches video conferencing solution for STB and Smart TV digitaltveurope.com/2020/10/29/pro… https://t.co/fZjEjR04MT
29 October 2020 @ 18:00:00 UTC