Oztam partners with Fetch on TV audience measurement

Oztam has partnered with Fetch TV for its current big data pilot, with the video aggregator joining Samba TV and Nexxen in a proof-of-concept project to bolster the accuracy and consistency of screen measurement across Australia.

Oztam provides the VOZ television ratings used as the industry standard. Currently, the system uses representative panel data from 8,300 households, combined with granular data from broadcast streaming services (BVOD), to make its national TV ratings.

Return path data (second-by-second digital viewing data) from Fetch’s 700,000 set-top boxes will now be included in the new project, which is exploring how so-called ‘big data’ can help provide more precise audience figures and more granular information on viewership.

Fetch TV will provide anonymous, aggregated data on what content is being played, when, and for how long, across broadcast and digital platforms.

Oztam’s proof-of-concept was announced in April, and is currently in its first phase, “focused on scoping the opportunities and benefits of bringing together big data with OzTAM’s data”, according to a media release.

Samba TV and Nexxen both provide multi-platform and on-demand streaming data, sourced from more than 2.2 million connected TV sets in Australia, while OzTam’s panels comprise of 8,300 households, which include over 5,000 streaming TV meters.

Oztam’s video player measurement system also takes information from 16 million connected devices each month. The media release explains that big data “has the potential to significantly transform total video measurement in Australia.”

Karen Halligan

Oztam CEO Karen Halligan said in the release, “the inclusion of Fetch TV further strengthens our proof-of-concept and moves us closer to understanding the impact of incorporating big data sources into VOZ Total TV currency.”

Fetch TV chief Dominic Arena said the collaboration “allows us to contribute to initiatives that enhance the accuracy and consistency of screen measurement across Australia.

“By aligning with OzTAM’s efforts, we are doing our part to provide the Australian media industry with a more accurate and comprehensive view of how people are watching TV, reinforcing our position as a valuable partner in the evolving media landscape.”

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