NBC Universal (NYSE: GE) is bringing back its “total audience measurement index,” or TAMi, for next month’s Winter Olympics in Vancouver. The company first used the system to track audience viewing data across traditional broadcast and digital a year-and-a-half ago. The audience data initiative, which is headed up by Alan Wurtzel, president of NBCU’s Research. The system gathers data from the Arbitron Portable People Meter media measurement service along with online traffic info from comScore (NSDQ: SCOR) and Omniture (NSDQ: OMTR). NBCU will measure TV and internet use from the same person and then try to project those numbers to a broader population. NBCU is promising advertisers will be able to know how many viewers are watching online and on TV. Researchers will also take a close look at buzz-tracking and social media and how that impacts advertising.
While the Pacific time zone for Vancouver will not be that extreme for east coast viewers, viewers are expected to do more time shifting than any previous Olympics. So NBCU’s research will break out video viewed for the first time vs. repeat viewing as part of its ongoing work with TiVo.
On the social media front, NBCU will use Keller Fay