TV ratings company OzTam is taking a more holistic view at TV viewing habits with the launch of its new measurement system on February 7.
The new system called Video Player Measurment (VPM) will look at the different devices people are using to watch TV on – from the broadcast TV channels, Ten, Nine, Seven, SBS, ABC and Foxtel.
It will be a separate system to the already well established daily TV ratings, which estimate the number of people that watch TV on TV sets.
The VPM Reports will showcase data on the types of devices people are using to watch live and on-demand content.
“The VPM Report will give our clients further insight on how Australians consume their favourite television content, whether it is live or playback viewing on the TV set – and therefore capture in OzTam TV Ratings – or via a broadcaster’s video player on the viewer’s connected device,” explained Doug Peiffer, OzTam CEO, in a statement.
The Sydney Morning Herald report the new system will not encompass live viewing streamed over the internet, however noted various broadcasters are already starting to do this.
“VPM ratings require broadcaster cooperation,” Peiffer continued. “We thank our launch partners – ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel – for working with us towards OzTAM’s first Video Player Measurement Report and on an ongoing basis to enhance delivery of the VPM service.
“As is the case for audience measurement services around the world, OzTAM is actively working to expand VPM to incorporate demographic information and reach estimates. This next step will show us who is watching in addition to the devices being used.”