NBC Taps Knowledge Networks for a First in Olympics Research: Overnight Multiplatform Measurement of Exposure to Olympics Media

NBC Taps Knowledge Networks for a First in Olympics Research: Overnight Multiplatform Measurement of Exposure to Olympics Media

Will use KnowledgePanel(R) to quantify exposure to Olympics coverage, advertising across six major media during Beijing games

MENLO PARK, Calif., July 30 /PRNewswire/ -- A crucial element of NBC Universal's unprecedented effort to understand consumer exposure to the Olympics in all media will be provided by Knowledge Networks, which will be delivering overnight data for six media -- TV, Internet, mobile, newspapers, magazines and radio -- and over a dozen NBC Universal properties throughout the 2008 Beijing Games.

With this information, NBC Universal will better understand when and where consumers are interacting with the Olympics across many platforms, providing daily tactical guidance as well as strategic insights for serving advertiser partners in future Games.

Through roughly 500 interviews per day with members of KnowledgePanel(R)

-- the only online consumer panel that is representative of the full U.S. population -- Knowledge Networks (KN) will measure time spent watching, listening to, or reading about the Olympics across multiple media platforms. The study will capture use of all NBC Universal properties covering the Olympics at home and away from home.

Results will be reported on a daily basis using KN's exclusive multiplatform reporting application, Total Touch Tabulator(TM), which gives quick access to time spent and unduplicated "Olympics cumes" for any combination of the measured platforms. NBC Universal will also gain insights about respondents' demographic and product purchase and use characteristics.

"Knowledge Networks has proven itself to be a highly innovative, quality-focused partner as we seek out new ways to understand and define the value that NBC's multiplatform Olympics coverage delivers to advertisers," said Alan Wurtzel, President of Research and Media Development at NBC Universal. "KN is unique in its ability to provide overnight multiplatform measurement using a probability-based sample. We are happy to continue building on our 20-year Olympics research partnership with Knowledge Networks."

Knowledge Networks has been conducting Olympics media research for NBC since 1988 and has been pioneering the study of how consumers interact with new media platforms, such as mobile media, online TV content, DVRs, and HDTV. Its MultiMedia Mentor(R) is the definitive syndicated source of information on consumer time spent with nine key media, from TV to videogames, and KN has been delivering custom multiplatform measurements to key media companies for years.

Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel(R) -- the only available probability selected, nationally representative Internet panel.

For more information, contact David Stanton (Vice President, Marketing Communications) at dstanton@knowledgenetworks.com or (908) 497-8040.

First Call Analyst:
FCMN Contact:

Source: Knowledge Networks

CONTACT: David Stanton, Vice President, Marketing Communications of
Knowledge Networks, +1-908-497-8040, dstanton@knowledgenetworks.com

Web site: http://www.knowledgenetworks.com/

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Profile: International Entertainment