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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, 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?

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January 17th, 2013