Nine has announced additional methodology that will provide Olympics advertisers with data on who is watching coverage, including via online as well as broadcast television.
The Nielsen study, which commenced in February will generate an “incremental Reach Analysis of cross platform advertising, using the official ratings currencies of TV and online and provide each telecast Partner and Sponsor access to a customised real-time cross platform reporting dashboard.”
Clients will have access to real-time dashboard that provides data on the effectiveness of program sponsorship, brand exposure, sponsorship effectiveness and social media.
The dashboard will include Metro and Regional TV ratings, online ratings, online video and mobile ratings, App usage, social media buzz and brand health metrics from a daily online survey. Nine is claiming the move as an Australian first “for true incremental campaign reach for TV and Online using currency data.”
Peter Wiltshire, Group Sales and Marketing Director, Nine Entertainment Co., said: “Nine Entertainment Co. believes the understanding of advertising performance is a critical component of our clients’ investment.
“Nine’s telecast partners and sponsors will be provided with unprecedented levels of information and insight, and will have a truly unique, world leading, real-time assessment of the effectiveness of their investment with our business and the broadcast of the London 2012 Olympic Games.”
Other phases of the research will involve:
- A daily touch-points survey where viewers will be asked to record their daily activity of media consumption
– A cross-platform study designed to evaluate the effectiveness of advertisements and promotions
– An extensive measure of “buzz” and social media in the lead-up to and during Nine’s broadcast
Steve Weaver, Nine Network Research Director said: “It’s not often you get to research an Olympic Games and it’s a once in a lifetime opportunity to do it during such a time where the media landscape is changing so rapidly. Our clients are demanding simple metrics on cross-platform campaign reach, and this research will provide us the opportunity to provide that.
The Games provide the sheer volume of audience across all platforms to truly understand the rich mosaic on today’s media and advertising consumption.”
Commenting, Matt Bruce, Managing Director of Media at Nielsen, said “As Nine’s Olympics telecast unfolds, our multi-faceted consumer engagement and effectiveness solution will provide Nine and their Telecast partners and sponsors, a broad spectrum of measurement technologies, utilizing a market first, online dashboard deliverable to report every facet of this major broadcast initiative in real time; from audience reporting of multiple-screen broadcasting, real-time data and information on social media buzz and engagement to advertising and promotional effectiveness across their media platforms”.
The London 2012 Olympic Games will air on the Nine Network from July 28 (AEDST).