Discovery launches ‘Total Video’ to measure engagement during Winter Olympic Games
February 1, 2018
Discovery has unveiled a tracking methodology entitled ‘Total Video’ which will be used to measure content consumption during the Olympic Games.
Three new metrics will capture ‘Total Video’ – the new ‘TV’ – across free-to-air, pay TV, online and social platforms for the company’s own platforms and those of all its partners – on tablets, mobile or traditional television screens.
Jean-Briac Perrette, Discovery Networks International president and CEO, said: “The Olympic Games is the biggest event in the world and therefore is the best testing ground for studying video consumption.
“We are committed to delivering the ultimate viewing experience for audiences across Europe, enabling them to enjoy every minute of the action from PyeongChang 2018, whenever and on whatever device they choose to watch it.”
Thomas Bach, International Olympic Committee president, added: “Discovery is bringing exciting levels of ambition, investment and innovation to the Olympic Games and we highly value their partnership and collaboration.
“Through capturing Total Video viewing across all screens, Discovery is setting a new standard, and working together we will be able to better understand audience trends across Europe and interact with new generations of Olympic fans.”
Chris Jones, global lead, research & evaluation at Publicis Media Sports & Entertainment, said: “Publicis Media is excited to have developed this unique audience reach methodology with Discovery and is delighted that the IOC supports its deployment for the Olympic Winter Games in PyeongChang.
“It neatly meshes data from different sources. Importantly, official audited data from television and online measurement systems are at the heart of the calculation but clever use of survey research allows us to understand the cross-over in people who connect with the Games via both television and digital/social platforms meaning we can remove any double counting and determine the true pan-European audience reach of an event for the first time.”
