ARF Annual Conference Day Two: NBCU's eight Olympic lessons from a "billion-dollar research lab"

NBCU's 3,600 hours of TV coverage of the 2008 Beijing Olympics, together with streaming broadband, online and mobile channels, provided the broadcaster with an excellent opportunity to understand consumer behavior across media platforms.

ARF Annual Conference Day Two:

NBCU's eight Olympic lessons from a "billion-dollar research lab"

Geoffrey Precourt WARC Online

Geoffrey Precourt, WARC Online's US editor, reports from the Advertising Research Foundation's annual Re:think convention in New York City. Other papers from the event include:

  • Redefining research to meet advertisers' needs
  • Putting a human face on consumer-centric marketing

Full coverage is also available on WARC's Re:think 2009 blog at


After more than 3,600 hours of television on two broadcast networks and four cable networks, after 2,600 hours of streaming broadband video coverage, after exhaustive supplemental online...

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