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NBC: Olympics viewers diving in


August 13, 2008 NBC's Olympic juggernaut is extending past TV, with solid increases online, better-than-expected mobile usage and a new-media strategy that the network said is only helping ratings. Unveiling the first data from the work-in-progress audience measurement system it calls the Total Audience Measurement Index, NBC said that for the first four days of the Games, there has been an average of 96 million impressions across NBC and its other TV networks, online, mobile and VOD. The TV measure, a progressive cume from Nielsen Media Research, reached its high point thus far Sunday, with 107.4 million viewers watching at least a portion of the Olympics.

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