NEW YORK: NBC Universal has unveiled its new total audience measurement index, TAMi, which attempts to give an overall picture of the numbers viewing its 3,600 hours of coverage of the Beijing Olympics, plus the media platforms they use.

The data, which NBC says will be available for all its programs in the fall, is designed to help advertisers to track cross-media promotions.

Alan Wurtzel, NBC's president of research and media development, said the preliminary, and somewhat rudimentary, results show television is still in gold medal position for total audience exposure, with 90% of people watching the games via the medium.

It also appears that viewers are using online media to watch events they missed or Games' highlights.

Data sourced from Adweek (USA); additional content by WARC staff