Australia will finally have an integrated viewership database that combines traditional broadcast viewing on TV sets and streaming audiences on connected devices when OzTAM’s new service Virtual Australia (‘VOZ’).
After five years of delays due to a mixture of technical issues and COVID, VOZ is finally set to launch on May 1st with the new ratings metric promising to provide the most accurate measure yet on the way Australian audiences are shifting online.
VOZ brings together OzTAM TV ratings and OzTAM VPM connected device viewing data to deliver an all-screen, de-duplicated picture of what Australians are watching, who is watching, and how they are watching (‘Total TV’).
VOZ provides minute-by-minute data on 7 million connected devices streaming participating broadcasters’ (currently ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel) TV content across all platforms and devices.
OzTAM chief executive Doug Peiffer telling AFR.
“This has been one of the hardest things to do,” Mr Peiffer said. “We’re one of the first markets to deliver something like this – daily data across 88 demographics with reach and frequency.
It’s been tough. We did go out the market probably way too early, but I’m happy where we’re at now.”
VOZ will crystalise Australia’s Total TV picture:
- Advertisers and media agencies will be able to create media plans encompassing TV inventory across all broadcast channels and devices, and manage cross-screen campaigns – including overall audience reach goals. They will also be able to overlay other datasets on top of VOZ to support advanced audience targeting.
- TV networks can determine the incremental reach from viewing on connected devices, and optimise their inventory across all markets, platforms and devices.
- The media industry gains an objective, independent, consistent and transparent metric by which to evaluate the performance of TV content across all screens and platforms.
