TiVo is partnering with consumer behavioral research company Data Mine to provide in-depth viewer analysis for NBCUniversal's upcoming multiplatform presentation of the Summer Olympics in Rio.
Working on its current $4.48 billion deal to present the Rio Games across its platforms next August, NBCU will utilize TiVo's installed base of 2.3 million U.S. pay-TV set-tops to understand the effectiveness of its advertising and how viewers are consuming its coverage.
The media company hopes to better understand the relationship between TV viewing and mobile-device usage and how viewers are consuming the games outside the home.
"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 behavior and detect trends across time," said Alan Wurtzel, president of NBCUniversal Research.
"This is a significant research advancement, which we believe will become a new multi-screen measurement standard," added TiVo CEO Tom Rogers. "Measuring and analyzing real-time Olympic viewership data on TV, tablets, smartphones, computers and social media platforms will reveal exactly how consumers view and engage with this major global event."
NBCU billed its coverage of the 2014 Winter Olympics and Sochi as a "TV Everywhere success story." Usage of NBCOlympics.com and the NBC Sports Live Extra app was up only to a modest degree -- 160 percent over the 2010 Vancouver Winter Games and 8 percent over the 2012 London Summer Games.
Even though regular users of TV Everywhere still stand at only around 13.6 percent of U.S. TV homes, according to the latest Adobe research, overall usage of authenticated multiscreen services is up significantly over February 2014. And NBCU is expecting the Rio Games, which span August 5-21, to be a significant cross-platform event.
For more:
- read this TiVo press release
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