Foxtel Media has announced it will launch a new total audience measurement solution to better capture and report the viewing habits of all of the Foxtel Group’s 4.8 million linear and streaming subscribers. Brands and agency partners will be able to trade on the transparent, auditable combined linear and streaming measurement solution by the end of the year.
Foxtel Media announced its partnership with Kantar Media in 2023, with its return path data (RPD) service producing an accurate, tradable solution in 12 short months. In that time, the audience measurement service has ingested, processed and analysed 24 months of linear data collected through more than one million Foxtel set-top boxes, establishing a strong base for audience analysis.
Foxtel Media has been sharing this analysed data with sports partnership clients to track the weekly delivery of campaigns since February and began integrating linear viewing data into ad infrastructure platform Mediaocean in October. The solution is already proving vital to audience analysis with OzTAM reporting 49 per cent of half-hour slots with zero ratings across Foxtel programming in August 2024, compared to 2 per cent with the new measurement solution.
Now viewing data dating from January 2023 onwards for the Foxtel Group’s flagship streaming services including Kayo Sports, BINGE, Foxtel Go and Foxtel Now, has been processed by Kantar Media. The data now sits alongside set top box data and means Foxtel Media customers have a complete view of their audiences in one location, enabling them to easily understand how viewers are engaging with content across services and devices.
Speaking at Foxtel Media’s 2025 Upfronts, CEO Mark Frain said he understood that disruption could be messy, but ultimately necessary to ensure that brands and agencies have complete confidence in Foxtel’s audience numbers.
“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 – maximizing 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”.
