Olympic Marketing Metrix

Posted by Sam Churchill on

NBC Universal plans to use its coverage of the Beijing Olympic Games to launch a new system for measuring viewership across an array of different media, including video-on-demand, cellphones and the Web, as well as traditional television, reports the Wall Street Journal.

NBC hopes the new system — which will be offered to advertisers at the start of the new fall season — will persuade advertisers to buy ad time on newer media such as VOD and cellphone video.

NBC isn’t satisfied with measures currently available to track viewing on these different outlets from Nielson, reports the Journal. To collect data for online, mobile and VOD usage, NBC will work with data providers such as research company Rentrak, online measurement firm Quantcast and Web analytics firm Omniture.

During the Games, NBC will issue a daily “Total Audience Measurement Index (TAMI).” It will include measurements of viewership on all the media venues airing NBC’s Olympic programming — the NBC broadcast network, cable channels such as Oxygen and CNBC, NBC’s Web sites, video-on-demand services and mobile programming.

NBC shelled out $894 million for the broadcasting rights to the Beijing games for the 17-day sporting extravaganza. Network executives say this will be the biggest production event in television history, surpassing the $125 million the company spent in 2000 on the Sydney Games.

NBC will also be working with Integrated Media Measurement, distributing special cell phones to consumers. They will measure, through a signal included in Olympics audio, how much people are exposed to Olympics programming when they aren’t at home.

NBC says ad time on Olympics is about 80% sold and the company says it expects to bring in more than $1 billion in ad dollars.

As part of its Olympics marketing campaign, Games sponsor McDonald’s has created an Olympics-themed online game called “The Lost Ring,” which is being played by 1.8 million people world-wide in eight different languages, including Chinese.

NBC plans to post some 3500 hours of recorded video online at the conclusion of each event, for the duration of the Olympics. Previously, NBC’s only streaming-video presentation during an Olympics was a single hockey game, which it streamed live during the 2006 Winter Games in Torino, Italy.

NBC U is banning the use of any Olympic video online by other news organizations covering the event. Video from the Olympic trials, going on now, must come down on Aug. 7, the day before the games begin.

The TV and video business is about to face a nasty downturn, and it could happen faster than most people expect — like, over the next two years. So says Lehman Brothers analyst Anthony DiClemente. The big winners? Digital distribution, such as Apple’s iTunes and Google’s YouTube.

In related news, AT&T today announced that several headlining artists will record exclusive tracks for the AT&T Team USA Soundtrack to inspire and support U.S. Olympic Team athletes. The songs will be available for download only during the Olympic Games in August through AT&T MEdia Net on AT&T wireless phones and online at att.net/TEAMUSA. Consumers can also access music through NBCOlympics.com.

Music on mobile devices is expected to account for $7.3 billion of the global amount spent on recorded music by 2011, according to new data from eMarketer.

Sprint Nextel — very quietly — appears to be leading the way in an effort to deliver highly targeted wireless ads, says RCR Wireless News.

Advertising agencies and high-profile brands have long salivated over the mountains of data that network operators have accumulated about their customers, and for good reason.

A typical profile of a postpaid user could include everything from name, age and billing address to location, usage habits and real-time location. Want to send a pitch to a middle-aged road warrior who’s constantly checking his phone for sports scores? Easy enough.

Looking to target women in their early 20s who live in college towns and carry an iPhone? Done.

Wi-Fi Planet’s Naomi Graychase posted an article on the University of Oregon mesh wireless network at the U.S. Olympic Track and Field Trials in Eugene, Oregon. It used a combination of 5 Cisco Wireless Service modules for the Catalyst 6500 switch, with 10 4400-series controllers to support more than 500 access points, including Cisco Aironet 1500 outdoor mesh access points and Cisco Aironet 1240 lightweight access points.

Related Dailywireless stories include Olympic Mesh and 2006 Olympics Unwired.

Posted by Sam Churchill on Monday, July 7th, 2008 at 8:59 am .

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