NBC to use Olympics to see how people use media

By DAVID BAUDER

NEW YORK (AP) — NBC is using the Olympics as a "billion-dollar research lab" to get a sense of how people are using different media platforms to experience the Beijing Games that begin Aug. 8.

Besides giving advertisers a clearer picture of how much consumers are paying attention to the games, NBC hopes its research provides a comprehensive picture of how people are supplementing TV viewership with tools such as video streaming, video on demand and mobile phones, said Alan Wurtzel, the company's research chief.

"The billion-dollar lab is an extraordinary research opportunity," he said.

NBC to use Olympics to see how people use media....