Discovery and subsidiary Eurosport are launching a new audience measurement methodology to analyse behaviour throughout the Winter Games this month.
The pair are looking to provide a more complete picture of the popularity of the Games as they look to deliver their content to “more people across more screens than ever before”.
Discovery unveiled three new metrics, which together will capture “Total Video” 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 TV screens:
Video: The number of videos viewed and the volume of viewing expressed in hours across Discovery’s owned and operated platforms, including free-to-air, pay-TV, streaming services, digital, apps and social media, in addition to traditional audience data from its broadcast partners throughout Europe.
Users: The sum of total users across Discovery’s owned and operated platforms, including free-to-air, pay-TV, streaming services, digital, apps and social media, in addition to traditional audience data from its broadcast partners throughout Europe.
Engagement: The number of likes, shares and comments across all of Discovery’s digital and social media properties, covering all platforms.
Jean-Briac Perrette, Discovery Networks International president and CEO, said: “Discovery is proud to partner with the IOC and Publicis in modernising media consumption measurement to better understand audience behaviour in the digital era.
“Clearly the way people consume content and particularly big events has evolved, which is why we need to bolster traditional measurement methods and expand the metrics of television to capture Total Video – the new TV.
“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.”