NBC to use TAMi to measure Olympic audience

NBC hopes to demonstrate the might of its cross-platform Olympics coverage with a new Total Audience Measurement Index (TAMi), combining data from Nielsen Media Research, Omniture and Rentrak.

TAMi will identify total viewers, unique users and time spent on individual sections of nbcolympics.com to measure viewers' total exposure to the games each day. NBC has already negotiated most of its ad deals based on tradition Nielsen ratings numbers, according to The WSJ, but the new findings could be incorporated into ad negotiations for the 2010 Winter Games in Vancouver, B.Ç.

Via cynopsis digital