NBCUniversal will again be using Arbitron’s Portable People Meter (PPM) service to track out-of-home television viewing of the 2012 Olympic Summer Games from London. NBCU had previously used PPM data as s a part of “The Billion Dollar Lab,” NBCU’s pioneering research efforts for the Beijing, Vancouver and London Olympics.
Under the deal with Arbitron, NBCU will have access to out-of-home Olympic viewing reports based on the approximately 69,000 PPM survey participants in 44 top US media markets currently measured by Arbitron.
“We’re pleased to be selected once again to participate in NBCUniversal’s Billion Dollar Lab,” said Carol Edwards, Arbitron’s senior vice president, Cross Platform Services. “Television screens are everywhere and the 2012 Summer Olympics will be a 17 day, round-the-clock television event for avid fans and viewers. The Arbitron PPM service is uniquely suited to the task of tracking Olympic broadcast and cable television audiences no matter where they tune in.”
The 2012 Olympic Summer Games are being held in London and other locations in the United Kingdom from July 27, 2012 through August 12, 2012.