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NBC to Measure Olympics Media Consumption

NBC will use its online coverage of the Beijing Olympic games to conduct what it terms an “unprecedented” research effort to the “largest single media event in history.”

For the first time, the network will publicly issue a TAMI (Total Audience Measurement Index) designed to measure the full range of cross-platform media consumption—both in-home and out-of home—during the 17 days of the games. It will also conduct several major research projects to study how consumers use alternative forms of media to follow the action.

The Peacock network will use the services of Quantcast, a Web traffic measurement outfit based in San Francisco, to monitor traffic at, where the network will stream video of the Games.

NBC Universal will provide 3,600 hours of coverage on seven networks: NBC, USA, MSNBC, CNBC, Oxygen, Telemundo and Universal HD as well as The network will make 2,200 hours of live streaming available as well. All 34 Olympic sports will be covered for the first time in history, NBC said.