The whole industry should be worried about OzTAM’s digital ratings backflip

Nic-Christensen-234x151-234x151-234x151OzTAM’s U-turn over the way its new digital ratings can be reported by the TV networks undermines its authority and sets a worrying precedent for the wider industry argues Nic Christensen. 

It’s amazing the difference five days can make.

After years of planning, last Monday the Australian TV Networks launched world-leading digital ratings metric the Video Player Measurment (VPM), which measured, nationally, the average number of devices viewing full episodes of catch-up TV content.

No longer would media buyers have to rely on unreliable and incomparable streaming and catch-up numbers from the networks.

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