ESPN will use the 2010 World Cup as a way to launch new research service ESPN XP that will track how audiences watch its ads during the network’s month-long coverage of the soccer tournament on various platforms.
The ESPN XP research service will monitor viewership across TV, Internet, mobile, radio and print, and provide marketers with the results across each platform and effectiveness of the ads.
System is expected to be expanded across ESPN’s coverage of other sporting events in the near future.
ESPN XP is being compared to NBC Universal’s TAMi system, which tracked viewrship of online and mobile viewership during the 2008 Summer Olympics, in additional to traditional TV ratings.
It’s also similar to the C3 ratings Nielsen provides, which measure commercial ratings plus three days of DVR playback, and soon online viewership, as well.