OzTAM and Nielsen have extended their TV audience measurement partnership through to 2017, with a commitment to develop multiple screen measurements.
As more and more TV viewers are engaging in television across several screens at home, the pair plans to focus on developing a means to measure viewing across multiple screens.
The agreement will continue to see Nielsen provide OzTAM with TV audience measurement services in Australia’s five metropolitan markets.
Doug Peiffer, OzTAM chief executive (pictured), said: “This new agreement leverages OzTAM’s substantial investments including the introduction of its time shift viewing service, upgrading all panel homes to the state-of-the-art UNITAM metering system and decisions this year to increase the size of the OzTAM panels.”
He added: “We are currently working with Nielsen to develop the options for reporting viewing across multiple screens and to provide initial top line insights to the marketplace later this year.”
Peiffer said that the OzTAM panel will grow from 3,035 homes to 3,500 homes by the end of 2012. In addition, 10% of OzTAM’s panel homes will have both their TVs and their PCs metered for the TV content they broadcast.
David Ellem, chief executive of Nielsen’s TV audience measurement business in Australia, added: “Television viewing habits are evolving as new technologies create additional opportunities to view and we look forward to working with OzTAM to help Australian media owners, agencies and advertisers understand and leverage these developments in the coming years.”