With an eye toward the 2016 Rio Olympic Games, TiVo Research and RealityMine locked in a partnership with NBCUniversal to mine “comprehensive single-sourced cross-platform measurement” throughout the Summer Games, spanning Aug. 5-21. The alliance will create an in-depth analysis of how viewers (who opt in) consume NBCUniversal’s Olympic content across multiple devices including TV, mobile and digital in a move to improve cross-platform measurement and better understand consumer consumption by blending TiVo Research’s set top box data with RealityMine’s digital and consumer behavior research.
“The Olympics offer us a unique opportunity to test innovative research methods and technologies,” said Alan Wurtzel, President of NBCUniversal Research. “What makes the Olympics such a notable research environment is the enormous amount of consumer activity on multiple platforms for a nearly three-week span, enhancing our ability to measure behavior and detect trends across time.”
