NBC Universal was caught off guard during the 2016 Summer Olympics in Rio. After making bullish predictions regarding viewership of the games, the media giant found that it hadn't fully accounted for the rapid change in TV viewership habits. Ratings were lower than expected, but, NBC found there was more viewing online.
The situation was further proof of just how complex it is to find audiences, especially younger ones, no matter where they are watching, and deliver those people to advertisers.
For the 2018 Winter Olympics in PyeongChang, NBCU is guaranteeing audiences for advertisers based on a household rating, which is how ad inventory in the games is typically sold, it will now also account for the viewing that is taking place beyond the linear screen when selling commercial time.
NBCU will set guarantees using its Total Audience Delivery, a metric that blends broadcast and cable primetime deliveries with streaming data, for the first time during the Winter Olympics. It will do this by selling a cumulative P2-plus rating (persons aged two or more) across all platforms.
This will allow NBCU to deliver audience guarantees with viewing that takes place both on the traditional screen and on its apps, through over-the-top devices and other non-traditional platforms.
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