Foxtel Media launches total audience measurement, providing advertisers transparent, accurate data across all platforms.
Foxtel Media has further outined plans to introduce a comprehensive audience measurement system aimed at capturing the viewing habits of its entire subscriber base.
The service, which is set to be operational by the end of the year, will combine data from both traditional broadcast and streaming services, covering all 4.8 million of the Foxtel Group’s subscribers.
This integrated solution will enable advertisers and agencies to trade on transparent, combined data across both linear TV and streaming platforms.
The development follows Foxtel Media’s 2023 partnership with Kantar Media, which has worked to deliver a measurable solution within a rapid 12-month timeline. The audience measurement service is based on two years’ worth of linear data sourced from over one million Foxtel set-top boxes.
This detailed data has been instrumental in creating a reliable foundation for audience tracking and analysis.
Since February 2024, Foxtel Media has been sharing this analysed data with its sports clients, helping them monitor the weekly performance of their campaigns. More recently, in October 2024, the company integrated linear TV data into its advertising infrastructure through Mediaocean, enabling advertisers to incorporate linear insights into their media planning.
The new system has already had a noticeable impact, with OzTAM data showing a significant shift in ratings. In August 2024, it was reported that 49 per cent of half-hour programming slots on Foxtel had zero ratings under previous methods, compared to only 2 per cent using the new measurement.
The initiative also encompasses Foxtel’s streaming services, including Kayo Sports, BINGE, Foxtel Go, and Foxtel Now. Data from these platforms, dating back to January 2023, has been processed by Kantar Media and is now combined with set-top box data, giving advertisers a unified view of audience behaviour across the company’s full suite of services. This consolidation enables clients to better understand how their audiences are consuming content across both linear and streaming formats, and across multiple devices.
During the company’s 2025 Upfronts, Foxtel Media CEO Mark Frain acknowledged the challenges that come with evolving measurement standards but emphasised the importance of embracing change to instil greater confidence in audience data for advertisers.
“Our goal in building a total audience measurement solution was simple: to give our clients the tools to find their audiences, access accurate data, and ensure their media investments deliver real returns,”
“By having everything in one place, brands and agencies can seamlessly bring in research partners and focus on what truly matters – maximising ROI.
Foxtel Media is committed to providing open, reliable data, so you can make the best decisions for your campaigns.
We’re incredibly proud to launch this total audience measurement solution and we look forward to continuing our incredible momentum into 2025.”
With the full integration of both streaming and traditional TV data, Foxtel Media aims to deliver a more robust and accurate tool for advertisers to assess audience engagement, offering them a clearer picture of the return on their media investments.
