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Can Tablet, TV, and Mobile Get Along? Understanding Cross-Platform Viewing Behavior in 2013

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NBCUniversal's Prime-Time Olympic Viewership Soars Despite Time Delay

With an estimated 219.4 million viewers, the London Olympics were the most-watched television event in U.S. History. In its broadcast of the event, NBCUniversal bet on a triple strategy of live Web streaming, live cable coverage, and tape-delay broadcast—an approach that would challenge old assumptions about when, where, and how audiences are engaged.

As a key participant in NBCUniversal’s Billion Dollar Olympics Lab research initiative, uSamp applied its consumer insights platform, to track consumers’ real-time reactions, sentiment and behavior during the Games.

Before the 2012 Olympics, broadcasters had assumed that a smaller number of viewers would watch primetime Olympic coverage if they knew the results before airing. Survey results by uSamp revealed the opposite to be true. uSamp suggested that the multiple platform strategy made it more likely that people would watch primetime coverage—not less. NBC Olympics Digital set records with engagement time, live video streams and page views, while NBCOlympics.com, its mobile site and apps, delivered unparalleled engagement, traffic and consumption.

The lessons of the 2012 Olympics illustrate how the convergence of mobile, online, and broadcast platforms is shaping behavior as consumers interact with multiple touchpoints.

What can broadcasters/marketers/consumer tech companies take away from this scenario? And how will it change in 2013?

For the full case study, please contact lauren@usamp.com.

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Written by lsozio

January 17th, 2013 at 7:33 pm

Pioneers Of DIY Online Sampling

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by Matt Dusig, Co-founder & CEO

I believe that competition is at the core of any successful tech company; pioneers lay the groundwork, new entrants build on top of that groundwork, and all parties become more fiercely committed to solving problems. Take search engines for example. Yahoo! pioneered a hugely popular early search engine for the web. Its limitation was in how quickly its database of human-powered results could keep up with the rapidly expanding web. Google saw a problem and created a better solution.

I was recently asked by Bob Lederer of the Research Business Daily Report about my thoughts on how Google Consumer Surveys (GCS) has impacted the Market Research industry. I’ll reiterate what I wrote in the first product review of GCS: “GCS’ move into the Market Research industry brings good visibility to on-demand SaaS insights.” I truly believe that competition propels innovation and everyone wins.

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Written by lsozio

December 12th, 2012 at 11:16 pm