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.