Australian Regional television audience measurement (TAM) is well on the way to becoming the largest per capita people metered market in the world – hitting the scheduled mid-point rollout target of the 50 per cent panel expansion.
The first half of the additional panel homes (1,065 homes) will be live from 12 February in line with the start of the ratings survey year, with the full rollout due to be finalised by mid-2017.
When complete, the Regional TAM panel will consist of 3,200 homes.
Distribution of the panel expansion homes will be spread evenly across all Regional TAM markets, including the East Coast and regional Western Australia.
Tony Hogarth, Regional TAM Chair said increasing the core measurement service has been a priority for the Board.
“This increase in panel size further demonstrates Regional TAM’s ongoing commitment to quality measurement. The measurement system is naturally evolving with the expansive free–to-air viewing options available.”
The Regional TAM service provides detailed, daily viewing data of the highest integrity and is subject to high levels of review with the data independently audited by The Callaghan Institute. The TV audience measurement services in Australia’s aggregated regional television markets and sub-markets will be supplied by Nielsen for a further three years until 2020. Nielsen is also managing the panel expansion.
“The TAM service continues to deliver the most consistent and transparent ratings metrics that advertisers can rely upon. Regional television advertisers and their agencies can be assured of the accuracy of the metrics supplied by Regional TAM for their television campaigns,” Hogarth added.