NBC is planning a massive research effort to apprise advertisers of how effective they have been in reaching viewers during the Olympics via broadcast TV, cable, online, mobile, and video-on-demand platforms, the company's top researcher, Alan Wurtzel, said over the weekend. In an interview with the Wall Street Journal, Wurtzel said, "We need to demonstrate [to advertisers] that money spent on the Olympics was money well spent. ... Management said to me we have to figure out a way to go beyond Nielsen to measure this stuff." Data will include the first ever overnight ratings of streaming video coverage, provided by Quantcast. In addition, some 8,500 persons are being lined up by Knowledge Networks to keep a media diary to record which medium they are using to watch the games, where they are using it, and for how long.