NBC Pitches Cross-Media Engagement Measurement

With its programming appearing on several platforms, NBC wants to
provide advertisers with numbers of a show's total impact, reports
MediaPost.
NBC isn't satisfied with just selling advertising on its namesake
network. Instead, it wants to show advertisers how many people are
watching it there, on other NBC Universal networks, online, and via
iTunes. Such numbers could, of course, push a show's ratings up
considerably.

Last year NBC cut a deal with Toyota that included an "engagement"
measurement, and this cross-media emphasis could go beyond even that.
Multiple views of a single episode would be particularly important
since those would provide multiple ad exposure.