Olympics Rights Holders Grapple With Audience Measurement Complexities

Olympics Rights Holders Grapple With Audience Measurement Complexities

Today’s fragmenting television viewing landscape is a boon and a bane for Olympics rights holders: Streaming and on-demand viewing mean that audiences in Europe, for example, will be able, for the first time, to watch every second of every Olympic event, live or not. But a proliferation of viewing options brings with it a lot more data, and fully capturing audience information – crucial for setting advertising rates – is beyond the capability of traditional ratings companies.