OzTAM Announces Phase 1 Launch Of Video Player Measurement Report

1950's era TV news anchor reading the news
Margaret Fearn
By Margaret Fearn



OzTAM today announced the initial phase of its Video Player Measurement (VPM) Report would launch the week commencing Sunday, 7 February 2016.

This means the first public reports – which encompass rolling seven-day data (i.e., cumulative viewing during the previous seven days) – will be available the following week.

OzTAM’s VPM Report is a separate and complementary service to OzTAM TV ratings:

  • OzTAM TV ratings estimate the people viewing broadcast TV content on in-home TV sets.
  • OzTAM’s VPM Report delivers market (census) level data on the devices playing live and on-demand video from participating broadcasters and their partners’ online services.

‘VPM Ratings’ will be Australia’s first official measure of the devices playing internet-delivered TV content (e.g., tablets, smartphones, smart TVs, desktop and laptop computers, and games consoles).

OzTAM_VPM_reporting_how-it-works

This is the initial phase in a multi-stage program as OzTAM works towards including demographic data in the service in 2017.

OzTAM’s CEO Doug Peiffer said, “We’re excited to offer a market level picture of how much TV content Australians are actually playing on connected devices.

“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 their TV set – and therefore captured in OzTAM TV ratings – or via a broadcaster’s video player on the viewer’s connected device.”

Peiffer added OzTAM’s VPM service is collecting millions of minutes from participating broadcasters’ video players each day, with volume and coverage steadily increasing as broadcasters fully plug in to OzTAM’s collection service across all devices and platforms.

Concurrently, OzTAM has for the past few months been reviewing proposed reporting formats with the broadcasters.

“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.”

 




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