At its upfronts last week, Foxtel revealed that it would be building its own audience measurement system. In the followings statement, OzTam responds…
“Broadcasters in Australia and internationally are using their first-party data to inform content and advertising strategy and distinguish their respective offers in the marketplace – as highlighted this year in the various broadcaster Upfront presentations. “However, we acknowledge that the introduction of a Foxtel-only audience measurement system poses the risk of confusion in the market. Introducing a new measurement service is expected to raise questions regarding reliability, comparability and integration into agencies’ buying systems. The industry has clearly stated that it wants one service to measure Total TV and that is what OzTAM provides.“OzTAM is Australia’s only independently audited and world-class service, measuring and reporting all free-to-air and subscription television viewing, in all homes, and measuring all screens and TVs in the home, whether or not they are internet-connected (approximately one third of TV sets in households are not internet enabled). “For example, VOZ aggregates BVOD viewership across more than 16 million connected devices. As such, OzTAM’s single source-of-truth measurement service underwrites the trust brands and media buyers continue to place in broadcasters’ audience delivery.“OzTAM values our decades-long relationship with Foxtel as a participating broadcaster and OzTAM data subscriber, and we look forward to that continuing, as evidenced by its recent contract extension.”
Lead Image: OzTam CEO Karen Halligan
