NBC Universal's New Olympics Challenge: Screen-Jumping
NBCU Partners With Google, ComScore to Analyze Tech-Savvy Olympics Fans

NBC Universal's broadcasts of the Olympics from London this summer will be filled with the usual athletic contests: synchronized swimming, basketball and canoe sprinting, among others. Behind the scenes, however, NBC will engage in a different sort of game: tablet counting.

Mindful that audiences are no longer relying solely on TV to get all their video content, NBC Universal will use the Olympics to set up a system that purports to count viewers across all the different ways they now watch their shows. NBCU has enlisted Google and ComScore to analyze what is known in the industry as "single

Who Doesn't Want A Piece of Super Bowl Ad Action?

Dreams retail isn't usually mentioned in the same breath as Super Bowl stalwarts Budweiser, Doritos or even GoDaddy. But as an advertising event, the Big Game is as important to the company as it is to those gridiron giants.

The difference is that Dreams Retail, which sells sports memorabilia and licensed sports attire, isn't forking over $3 million to NBC on Feb. 5. Instead, it's putting some of its budget against paid search advertising, readying for a flurry of consumers Googling "Super Bowl shirts" or "Super Bowl jerseys" well before they see the specially designed apparel the winners wear in the locker rooms after the game.

"The game is a big deal, but there's a lot that happens before and after the game and even during that is actually