Research Reporting Strategy for Olympic Broadcasts

As many of you may now know this year’s Winter Olympics will be engaging fans in every media channel possible: newspaper, radio, television, and online.  The Canadian broadcast host, known as “The Consortium” has developed a calibrated measurement system to report total unduplicated audience reach of its multi-platform presentation of the Vancouver 2010 Olympic Winter Games. Canadian Unique Multimedia Engagement (CUME) index is the cumulative reach of all Canadians that engage with the major media platforms offered by the Consortium.

CUME is a calibrated summary of the most-trusted audience measurement systems for each medium:

  • TELEVISION – Previous day audience reports from BBM Canada’s PPM (Personal People Meter) system, which tracks audience both in and out of home for the Consortium’s television properties.
  • ONLINE – Previous day reports from Omniture, software that tracks actual web site visitation and video viewing, for the Consortium’s two websites. 
  • RADIO – National audience derived from BBM Canada’s latest audience sweep, for the Consortium’s 96 radio stations. 
  • PRINT – The Globe and Mail readership from the most recent NADbank newspaper readership study, for the Consortium’s official print partner.

Rob Dilworth is the Vice-President of Research at CTV Inc.:

With our massive coverage on multiple platforms, we believe our presentation of Vancouver 2010 is Olympic Broadcasting 2.0.  We needed an effective index to appropriately reflect the number of Canadians who are experiencing our coverage of the Games. The CUME index is our best estimate of this total audience engagement.

The Consortium is using a calibration method based on recent insights from extensive research which predicts the cross-usage of media on a daily and weekly basis. With this methodology, an individual, using multiple media, would only be counted once.

This method only includes media who are within the Consortium’s official media “family”.  For example, those fans who get their “Olympic fix” from Yahoo! would not be counted in the CUME index.