‘A deeply flawed and misdirected move’: Mel Hopkins blasts Foxtel’s audience measurement system
Mel Hopkins, chief marketing and audience officer, at Seven West Media, writes about Foxtel’s recently announced audience measurement system, which she feels “shows a clear lack of focus on their customers”.
Foxtel’s announcement last month that it’s going to set up its own audience measurement surprised many. A few media executives suggested it was an interesting move and a couple called it out as a good move. For me, however, it is a deeply flawed and misdirected move. It won’t benefit the TV or video industry, the media sector, media agencies or marketers.
In a highly fragmented media world, where managing audience measurement across channels, not to mention devices, is increasingly challenging, having a media organisation break away from the industry to create something that will only (potentially) benefit itself demonstrates a clear lack of focus on their customers.
“Foxtel is not in every home in Australia, therefore it can’t accurately and reliably reflect the population in the way that OzTAM does.”
Foxtel isn’t trying to measure “the population” just the Foxtel viewership. Mel doesn’t seem to get it.
Counting black boxes is not measuring viewing.