NBC Universal (NYSE: GE) execs claimed to have been “stunned” by the level of mobile adoption by users turning to their mobile phones to check out its summer Olympics coverage. Speaking on a conference call from Beijing, Alan Wurtzel, president of Research, NBCU, offered some insights from the first set of data being released from its cross-platform “total audience measurement index,” or TAMi system. NBCU unveiled the measurement system last month. TAMi culls measurements from Nielsen Media Research and other audience trackers like Omniture and Rentrak. The network hopes to prove the value of its cross-platform audience reach with more precise measurements to influence sales for the 2012 games.

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—Mobile Adoption: will it last?: Wurtzel described himself as “stunned” by the adoption of mobile usage over the past few days. At the opening of the games on Friday, the network’s mobile Olympics WAP site attracted 210,000 uniques. The next night, it doubled, rising to 424,000 and then up to 476,000 by Monday. “These Olympics are influencing how people are using new technology. Half of the people viewing on mobile are using it for the first time. After the Olympics, it will be interesting if these habits become part of their behavior.” More details from the call on our sister site, paidContent.