ESPN Plans Massive Cross-Platform Research on World Cup

Posted: March 23, 2010 in Advertising & Marketing, Sports & Entertainment, Technology

NEW YORK (AdAge.com) — The World Cup may not be a big deal for most U.S. sports fans, but for the barely developed science of cross-platform media measurement, it could turn into the biggest event ever.

ESPN said the ultimate goal of the World Cup research is to create  a system to measure cross-media audiences year-round by 2012.
AP

ESPN said the ultimate goal of the World Cup research is to create a system to measure cross-media audiences year-round by 2012.

In one of the most ambitious efforts yet to measure all media consumption and some of the attendant impact from a single sporting event, ESPN has assembled four research companies and the Wharton Interactive Media Initiative for an exhaustive look at the FIFA World Cup South Africa in June.

NBC recently commissioned its own ambitious look at TV, internet and mobile viewership of the recent Winter Olympics, but the ESPN XP initiative at least rivals that effort and includes a number of research firsts. It will, for example, commission the first commercial use of Nielsen’s electronic mobile panel, which passively collects mobile media usage such as video stops and starts. (check out the rest of the story)

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