OzTAM to introduce new demographic to TV ratings

TV measurement service OzTAM is set to introduce a new ‘Total Grocery Shoppers’ demographic to its TV ratings database next year.


The new variable aims to recognise the changing shopping patterns of Australians and will be added to the pre-existing ‘Main Grocery Buyer’ demographic.

Doug Peiffer, OzTAM CEO, said: “OzTAM data subscribers can use both (sets) for a more comprehensive picture of who shops and influences purchasing decisions in Australian homes.”

“The traditional weekly shop by a main grocery buyer is increasingly less typical in Australian homes.

“People often now shop multiple times during the week, with duties often shared between parents and other family members. There are also more shared households in which people do their own grocery buying,” he said.

The new demographic reflects changing household behaviours and characteristics, including: delaying marriage and having children; households where both parents work and share grocery responsibilities; busy schedules – meaning meals are often not planned; and adult children contributing to the grocery shopping.

OzTAM data subscribers will continue to be able to use the ‘Main Grocery Buyer’ demographic as well as the new ‘Total Grocery Shoppers’ as of week one of the 2017 ratings.


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