NBC Goes Big with Emerging Media at Winter Olympics
By Galen Gentry
NBC believes that the Olympic Games are a giant petri dish for new media consumption and the company is making every effort to effectively measure and evaluate new media trends and use. Monetizing new media is the mantra of the world’s biggest corporations. All of whom have serious money to spend in advertising and are involved to greater and lesser degrees in different media platforms. The problem is that there are no standards by which to measure the audience of the most of the outlets.
Advertisers want numbers, but collecting and quantifying the data on emerging media use is in its infancy. NBC has hired a host of market research companies and will release among other things a daily total audience measurement which will count how many people watched the Olympics on the various media platforms. Sample size, the means of measurement and other issues will affect how much faith advertisers put in the numbers, but professionals involved in the legal and marketing aspects of emerging media are very interested in NBC’s “daily total audience measurement.”
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