Nine Commences Ground Breaking Research of the London 2012 Broadcast. Mi9
3 July, 2012: The Nine Network is embarking on one of the most ambitious and comprehensive research studies into the broadcast of the London 2012 Olympic Games.
The study, which commenced in February, and involves several phases of research, will set out to investigate how Australians consume The Games across multiple screens, and how advertisers maximise the effectiveness of their association with the broadcast of London 2012.
In a first for Australia, Nine 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.
The real-time nature of the dashboard will enable ongoing and actionable insights for consumer exposure to program sponsorship, brand exposure, sponsorship effectiveness and real-time social media buzz.
Updated daily, the dashboard will provide clients with 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. In an Australian first the study will provide clients with true incremental campaign reach for TV and Online using currency data.
On the research, 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."
The Nine Network has appointed Nielsen to undertake the research. The research project will delve into the various facets of Nine's broadcast of London 2012 and fuse this together with broader consumer attitudes, buying rituals and media and product consumption behaviours.
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 both inside and outside the home
- 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).
For further information:
Nine Network Research Director
02 9965 2509