DAZN Media+ (formerly Foxtel Media) is unifying cross-media audience measurement across its linear and streaming video ecosystem, including Kayo SPORTS, BINGE, Foxtel Go and Foxtel.
This means advertisers will gain a single view of campaign reach and frequency, including incremental reach across DAZN Media+’s premium video ecosystem from 2027.
DAZN Media+ has partnered with AudienceProject, a provider of independent cross-media measurement, to deliver the initiative.
The agreement follows the recent announcement of a collaboration between the Video Futures Collective (VFC) and AudienceProject.
As a founding VFC member, DAZN Media+ has entered its own commercial agreement with AudienceProject to deliver consistent, independently measured reporting for its advertising partners.
Harmonising measurement across linear TV and streaming to provide a single source of truth has long been desired by media players.
Cross-media measurement enables advertisers to understand campaign demographics, co-viewing, reach and frequency, and overlap across DAZN+’s different platforms using a single and consistent measurement methodology.
It will also enable advertisers to measure the incremental reach delivered by individual platforms, including the additional audiences reached through Kayo SPORTS and BINGE beyond linear TV.
The aim is to provide advertisers and agencies with greater visibility into the total reach of an integrated linear and streaming campaign, supporting better-informed media planning and investment decisions.
“From 2027, for the first time, we’ll be able to independently demonstrate the true scale and unique reach of our combined assets through a globally recognised measurement platform,” DAZN+ chief sales officer Nev Hasan said.
“Advertisers will have a clearer view of the audiences Kayo SPORTS, BINGE, Foxtel Now and Foxtel Go deliver alongside linear TV, including the incremental value each platform contributes.
“That shifts the focus from where an audience is watching to the real value each platform contributes, enabling smarter planning, more effective investment and better outcomes across total TV.”
AudienceProject chief executive Thomas Gregers Honoré said: “AudienceProject has been working with leading media owners and advertisers globally to address the growing need for independent cross-media measurement that reflects today’s increasingly complex media environment.
“Bringing that experience to Australia is an important next step for the market, and our work with DAZN Media+ will help accelerate the adoption of more robust, comparable measurement as streaming continues to grow.”
Now that DAZN+ has nailed cross-media measurement across its own platforms, the challenge will be convincing other members of the Video Futures Collective to add their platforms to the mix.
