Arbitron, along with online marketing research and analytics companies comScore and Omniture, are going to provide NBC with cross-platform audience measurement for the Vancouver 2010 Olympic Winter Games.

The companies will help track NBC's total Olympic coverage reach across its broadcast, cable and online platforms. They say they intend to provide the network with insights on cross-platform media use, simultaneous media use and incremental audience via online video.

Gian Fulgoni, comScore's chairman, said the initiative will be one of the first to shed light into cross-channel viewing at the individual level, as opposed to the platform or household level.

"What will matter going forward as the lines between these channels become more and more blurred over time is what the user's collective viewing experience is."

Arbitron will combine television and cable measurement through use of its Portable People Meter technology with online exposure to NBC Olympic programming by comScore and Omniture.

The 2010 Olympic Winter Games are being held in Vancouver and other locations in British Columbia, Canada from Feb. 12 to 28, 2010.