Five days into the Olympic Games, NBC Universal (NYSE: GE) execs hailed the audience ratings results as “phenomenal” now that the first results from its “total audience measurement index,” or TAMi, is in. The system measures cross-platform viewing and combines data from Nielsen Media Research and other audience trackers Omniture and Rentrak. Speaking on a conference call from Beijing, Alan Wurtzel, president of Research, NBCU, offered a raft of data, saying that this summer Olympics is projected to be the most viewed ever, 114 million topping the Atlanta games’ 110 million. Starting off with 4.2 million uniques on Friday, it grew to 4.8 million (Saturday) 5.1 million (Sunday) and 7.8 million (Monday). During the call, Wurtzel offered a definition of TAMi by emphasizing what it is not: “TAMi was created not just for the Olympics, but it will be used for all our cross-platform programming. We’re starting out with the Olympics because it’s such a huge event, it provides a good jumping off point. It measures exposure. it is not a currency, and we’re not selling off it. It’s not an unduplicated reach number—there’s no way to do that. Besides, we want to measure duplication. In fact, the more duplication across platforms the better. data will be released data, we want to see… half say they wanted to see what they missed… 40 percent wanted to see events again. I’ll be happy when we can retire TAMI. But until the industry adopts single-source data. But we couldn’t wait for that.”http://www.paidcontent.org/entry/419-nbc-claims-audience-measurement-gold/
http://nbcumv.com/special/Olympics_TAMi_08112008.pdf
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