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Nine offers Olympics advertisers ‘real-time’ audience data

Nine steps up cross-platform data for its Olympic clients with access to real-time consumer results via Nielsen.

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).

9 Responses

  1. @Bazza… so am I. The number of people used for ratings (I think it is the 2000-3000 mark) is far too small a sample, no matter how much they stratify the groups… I think that the use of online video and apps usage will be of far more use as everyone using them will be noted….

    It all begs the question though, “Who watches the watchers?” 😉

  2. Bugger having to put up with all those ads in the opening and closing ceremonies…looks like I am recording it and fast forwarding through them. Then its Foxtel for the remainder of the Olympics.

  3. @cnmlj
    Agreed

    Foxtel’s coverage looks great! Seen previews on TV. Lots of great idea’s they have!
    Will not waste my time with Nine, they are terrible with sport, so imagine them with the Olympics, every second will be saying “and make sure you watch big brother, coming soon to nine” and “House husbands, must see TV, coming soon”. I hate it when I flick it on Nine to watch commercials on whats coming up in the year and they start commentating sport! Really gets on my nerves!

  4. Still amused at the whole concept of “ratings”… And the data drawn from it.

    I’ve lived in the Gold Coast and Brisbane for 49 years. In all that time I have never once met a single person who has taken part in any kind of television ratings survey.

    It’s much like ACA “surveys” in accuracy one suspects, ask 1000 people in Martin Place what they think and extrapolate the figures out to a nation of 23 million.

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