NBC is using the Olympics as a “billion-dollar research lab” to get a sense of how people are using different media platforms to experience the Beijing Games next month. Besides giving advertisers a clearer picture of how much consumers are paying attention to the games, NBC hopes its research provides a comprehensive picture of how people are supplementing TV viewership with tools such as video streaming, video on demand and mobile phones, said Alan Wurtzel, the company’s research chief.

NBC has scheduled 3,600 hours of Olympics programming on its main network, along with Telemundo, USA, Oxygen, MSNBC, CNBC and Bravo. In addition, the company is planning to make 2,200 hours of streaming video available on NBCOlympics.com. Consumers may also get video on demand via their computer and Olympics content through their mobile phones.

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