NBC to Use Olympics as Proving Ground for Viewership Measurement

This year, when NBC Universal measures its coverage of the Olympics, it won't just be the number of viewers that tune in via television, reports The Wall Street Journal.
The company plans to use a more comprehensive measure of viewership that will include users who watch via video-on-demand, cellphones and the Web.
NBC will offer the new system to advertisers at the start of the new fall season. They hope their Olympic trial-run will convince advertisers to increase their advertising presence on newer media, such as VOD and cellphone video.
The move to launch a new system to track viewership stemmed from NBC's dissatisfaction with the methods currently available to measure usage on different outlets.
Nielson Corp.'s Nielson Media Research is the dominant firm for tracking viewership. The company currently has a method of measuring viewership of newer media but is expected to roll out a more advanced system later this year.
For more information on the new system, continue reading here.