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.
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