NBCU Looks Back: Cross-Platform Lessons from 2008 Summer Olympics

At the Advertising Research Foundation’s “360 Measurement” workshop, NBC Universal’s Alan Wurtzel presented the cable company’s findings from a study during the 2008 Beijing Olympics into viewing across TV, online and mobile platforms.

NBCU Looks Back: Cross-Platform Lessons from 2008 Summer Olympics

Geoffrey Precourt Warc

To prepare for what it believes will be its largest television event, NBC Universal (NBCU) is looking back to its reigning gold standard.

"The 2008 Summer Olympic Games in Beijing were the most watched event in the history of United States television," Alan Wurtzel, NBCU president/research and media development, NBC Universal, told a keynote audience at an all-day Advertising Research Foundation (ARF) "360 Measurement" workshop in early December. "It's a billion-dollar research lab for us."

Despite cautioning his audience to "never accept a speaking engagement...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands