Canada’s Olympic Broadcast Media 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. A daily CUME Flash will be distributed by the Consortium beginning February 13 by 11 a.m. PT. Complete audience highlights from the previous day of competition will be released by 2 p.m. PT.
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 Rogers and Corus Québec radio stations.
· PRINT – The Globe and Mail readership from the most recent NADbank newspaper readership study, for the Consortium’s official print partner.
“With our massive coverage on multiple platforms, we believe our presentation of Vancouver 2010 is Olympic Broadcasting 2.0,” said Rob Dilworth, Vice-President, Research, CTV Inc. “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.
Next-day reporting of television and online audiences, collected through passive measurement technologies, will provide robust and timely data of ‘anywhere’ use of these media. Conservative projections of newspaper and radio use will round out our understanding of how Canadians are engaged with Canada’s Olympic Broadcast Media Consortium throughout the Games.
In addition to the Consortium’s daily CUME Flash by 11 a.m. PT, a detailed ratings round-up from the previous day’s broadcast will also be released daily by 2 p.m. PT (approximately). The audience recap will provide average audiences for the Consortium’s four broadcast dayparts, OLYMPIC MORNING, OLYMPIC DAYTIME, OLYMPIC PRIME TIME and OLYMPIC LATE NIGHT. Audience highlights from specific competitions and networks, both broadcast and online, will also be provided, as well as a listing of the previous day’s Top Five most-watched events.
