Article: Media Talk - Tracking the Olympics Audience Across the NBC Media Universe - NYTimes.com

The exhaustive coverage of the Summer Olympics from Beijing next month -3,600 hours on television and online- presents NBC Universal with a problem: how to give advertisers a portrait of viewership on seven networks, the Internet (both computers and cellphones) and video-on-demand downloads. "The Olympics is a singular event because of its scale and because of the number of people who will consume it over 17 days, so it will magnify the use of every platform," said Alan Wurtzel, president of research for NBC Universal, which is owned by General Electricand Vivendi. "We had to figure out how to measure ourselves across all ...