Australian Network To Test Social Media Ratings During Olympics

Australia broadcaster Nine Network is "undertaking a ground-breaking research project" to coincide with its London 2012 Olympics coverage that will help advertisers "delve into multi-screen viewing habits," according to Darren Davidson of THE AUSTRALIAN.  The broadcaster is developing "a single point of entry" for advertisers that will measure social media usage during the Olympics with the official ratings currencies for TV and online in real-time. The data will be collected on a single dashboard that will also "measure program sponsorship, brand exposure, sponsorship effectiveness and mentions on websites such as Twitter and Facebook" (THE AUSTRALIAN, 7/3).