NBC Taps Arbitron for Olympics Ratings

Arbitron announced they will work with comScore and Omniture to provide NBC Sports with cross-platform audience measurement for the Vancouver 2010 Olympic Winter Games.
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Arbitron announced they will work with comScore and Omniture to provide NBC Sports with cross-platform audience measurement for the Vancouver 2010 Olympic Winter Games. The companies will utilize Arbitron’s Portable People Meter (PPM), comScore’s panel-based measurement platform and Omniture’s online analytics.

The PPM device is a portable cell-phone sized meter that detects an inaudible code that is embedded in any encoded audio stream and provides person-level media exposure information. Arbitron plans to follow NBC’s 2010 Winter Olympic audience throughout their day and observe their media exposure.

“Industry leaders like NBC need to have deeper insights about consumers who access its programming via multiple platforms, in multiple locations," said Pierre Bouvard, Arbitron executive vice president of Cross-Platform Services. “We are proud to leverage the power of the PPM media measurement service to help NBC gain that insight for their Olympic programming at the consumer-level wherever they access media.”

Arbitron will also establish a consumer research panel of adults aged 18 and over who use broadband Internet access at home. The panel will be a single source for cross-platform media use during the 2010 Winter Olympics.